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Spotify Charthack

CRO X UNIVERSAL MUSIC
The first full music video on Spotify
Music video views don't count for the charts, so Ogilvy Germany and Universal Music used a Spotify Charthack to help German rapper CRO. They split his "BLESSED" video into 7.9-second clips on a Spotify Canvas playlist. This quickly pushed "BLESSED" to the top of the Spotify charts.
Rap artist CRO highjacks Spotify Canvas for music video
ROLLING STONE
Product goals
and objectives
An industry-first, this project transformed the way music videos are consumed—and how they impact the charts. In collaboration with Ogilvy Germany and Universal Music, Flying Eye Studio produced the video case for the Spotify Charthack campaign, spotlighting German rapper CRO. We pioneered the innovative approach of splitting his track “BLESSED” into 7.9-second slices within Spotify Canvas playlists, turning each play into chart-driving momentum. This clever tactic propelled “BLESSED” to the top of Spotify’s charts—turning constraints into creative opportunity.
Credits

Agency: Ogilvy Germany
Creative Chairman: Dr. Stephan Vogel

Chief Creative Officer: Bjoern Bremer

Executive Creative Director: Florian Hucker

Senior Art Director: Hugo Pareja and Stephan Westerwelle

Copywriter: Anke Roell and Helge Hoffmann

Editor: Breton Carasso and Oscar Fernandez

Production Company: Truworks and Flying Eye Studio

Account Manager: Jörg Kalt and Simon Usifo

Client Manager: Benno Waibel, Chantal N’Dombasi, Fernanda Lopez de Melo, Lars Hoehn and Nils Reimann

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Awards

ADC – Gold (Innovative Use of Media)

ADC – Bronze (Live Action Film) | Universal Music

ADC – Bronze (Branded Content) | Universal Music

ADC*Europe – Silber (New use of media) Universal Music

ADC – Auszeichnung | Universal Music

The ONE Show – Gold (Innovation in Mobile) |

ADC Global – Silver (Craft in mobile) |

Clio Awards – Bronze (Mobile & Social Media Craft)

Spotlight Festival – Silber (Digitale Innovation)

Spotlight Festival – Bronze (Digitale Innovation)

Deutscher Digital Award – Silber (Branded Content / Viral

Deutscher Digital Award – Silber (Native Advertising & Content Marketing)

Deutscher Digital Award – Silber (Digital Campaign)

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