In Spain, kids are spoiled for choice when it comes to ways to celebrate a special occasion. That's why Urban Planet, a Spanish trampoline amusement park franchise, had to jump many hurdles to reach new audiences in their latest digital audio campaign.

Despite being one of the nation's leading trampoline park companies, Urban Planet needed an effective marketing strategy to spread the word to local families about their recent expansion into new cities across the country.

So, the company leveraged Spotify Ad Studio to launch several campaigns focused on joy, physical activity, and quality family time.

The Brief:

When it comes to entertaining kids, parents seek out high-quality experiences that are certain to please—a child's birthday, after all, is meant to be the most memorable day of their year.

Urban Planet's objective is to be the leading option when it comes to throwing original and fun birthday parties for children and teenagers, as well as parents who are looking for a safe, fun place for their kids to let go. So, focusing on quality, attention, and fun is paramount to their campaigns.

Digital audio was a familiar medium—having worked exclusively and successfully with Spotify for their digital audio output several times before—so Urban Planet relied on it once more to reach new target audiences and raise awareness of its jumping-themed birthday parties, as well as newly opened sites including a bowling alley at a Madrid retail park.

The Solution:

Spotify is already embedded into the rhythm of listeners' everyday lives, and often, listeners are seeking diversion—a fitting mindset for a fun, dynamic Urban Planet campaign.

One ad in this campaign featured a customer talking while bouncing on a trampoline to promote the company's Jumping Day event. The ad quickly grabbed listeners' attention by drawing them into the action, while the jumping rhythm gelled neatly with music on Spotify.

Urban Planet also capitalized on Ad Studio's intelligent targeting capabilities—homing in on known audience interests based on their Spotify listening profiles. This way, ads could be adapted to the audience's preferred rhythm, tone, and music genres.

The Impact:

Spotify helped Urban Planet achieve a jump start on birthday bookings across its new sites, raising both brand and product awareness. The ad creative conveyed an immersive "wow" experience for all target demographics, and listeners were left with a memorable message that ultimately helped to draw new customers to the trampolines.

The Takeaway:

With Spotify serving as a constant companion in listeners' lives, it's an apt advertising format for family-friendly activities and event venues. What's more, Spotify's precise demographic targeting allows brands to reach distinct audience segments based on their interests and location.

"Spotify Ad Studio allowed us to reach and personalize our messages to each of our main targets. Digital audio plays a key role in our campaigns, providing us with creativity and spontaneity in line with our brand's personality."

— Antonio Sañudo
Head of Marketing, Urban Planet