The Brief

SIXT and Spotify collaborated on an audio campaign with two primary objectives in mind. The first was to boost overall Impressions and Reach for an ad that promoted the new Nissan X-Trail vehicle, a recent addition to the SIXT fleet. The second—a recommendation by the Spotify creative team—was to generate traffic to a bespoke Spotify summer playlist, "La playlist X-trailement Sympa, by Sixt" ("The X-Trail-mely Nice Playlist.")

The Solution

SIXT crafted a campaign that appealed to car rental drivers with a curation of summer tunes. The playlist was designed to soundtrack a laid-back road trip through the French countryside.

This was SIXT's first time advertising on Spotify, and they maximized reach by running their ads across all music content to users between the ages of 18 and 65. In addition, people were invited off-platform to submit song recommendations to "La playlist X-trailement Sympa, by Sixt"—adding an interactive element that revved up engagement.

The Impact

The audio ad campaign provided a fun and innovative way to raise awareness of SIXT's rental car services and new vehicle offerings. While the brand met its main goals of reaching listeners and driving clicks to the custom playlist, it also achieved a very high completion rate.

"Our audio ad led to a clear increase in Brand Awareness, as well as a fun and innovative brand image association. With Spotify, we were able to reach a new audience we don’t reach on other platforms. We look forward to launching another campaign with the Spotify Team in the future!"

— Quentin Deschamps, SIXT Social Media Manager

The Takeaway 

Advertising on Spotify offers brands a unique opportunity to reach a wide audience—and build positive associations through branded activations such as branded playlists tied to a particular context. This kind of audio-first strategy can also help turbocharge audience engagement and drive results across the entire funnel.