By Trinity Scarf
National Campaigns Manager
Optometry Australia’s Good vision for life campaign messages have extended into new channels including Spotify, the largest music streaming service in Australia.
Spotify subscribers have been hearing messages since last week about the importance of detecting and preventing eye disease before it’s too late by having regular eye checks with an optometrist. Listeners are also being encouraged to sign up to the Good vision for life mailing list for the chance to win a double pass to Gold Class Cinema.
Our Spotify investment is delivering audio ads across all platforms: smartphone, tablet and desktop. These ads are also supported with our creative images which are displayed on the user’s platform while the audio ad is playing. By introducing this activity into our marketing mix, we can be highly targeted to efficiently reach our audience of Australians aged 40-59 years.
A key objective of this specific activity, with the added competition component, is to build our consumer database. Results are already very encouraging, having garnered within just a few days hundreds of people signing up to the database. Over time, this database will become an increasingly valuable asset to boost our initiatives and strengthen our partnerships.
We have promoted the Spotify activity and Gold Class competition directly to consumers, via the Good vision for life blog and social media.