Brief: Hjälp Spotify att slå sig in på marknaden för ljudböcker
Insikt: Många lyssnar på ljudböcker innan de ska sova
Lösning: Ljudböcker som pausar när du somnar
+ JANUARI 2022
The bedtime story. That’s how many of us grew up with books.
Yet we can’t make audiobooks fit within that space. Because audiobooks differs from podcasts and music in the way it demands long-term continuity from its listener. And unlike childhood, there is no one there to stop the book for you, when you fall asleep. You can try to roughly estimate with the help of a sleep timer. But that comes with skimming through hours of slept-through material while dodging spoilers, trying to pinpoint when you fell asleep; with every sleep cycle creating a more and more disjointed experience.
Spotify strives to put the listening experience above all. For this, you need technical solutions to rid any unwanted distractions.
According to the journal of clinical sleep medicine 96% of young adults use a smart device in their last hour awake, and 70 % of them use audio as a sleep aid. Based on this we created a concept around an improved sleep timer capable of detecting when the user is asleep and pause accordingly. Aesthetically and tone wise our campaign revolves around the transitional moment between being awake and falling asleep.
Where books fade into dreams.