Spotify Gets Into Pet Adoption After Learning Dogs Have Their Own Musical Tastes

Serviceplan helps launch 'Adoptify'

Tierschutzverein München e.V./Spotify
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A recent study from the University of Glasgow suggested each individual dog has his or her own unique taste in music. This was music to Spotify’s ears, and the streaming service has now partnered with an animal shelter in Germany to match owners and adoptable pets based on their song choices.

The program, dreamed up by agency Serviceplan, is called Adoptify. The website features dogs available for adoption at a shelter in Munich, and notes what kind of music each dog prefers (presumably based on testing various playlists). You can watch videos about the dogs, and choose to take one home that matches your own musical tastes.

Here’s a sample entry on the website:

And here are some of the videos:

“No other music provider knows and analyzes the musical preferences of their listeners as well as Spotify,” says Hans-Peter Sporer, Creative Director at Serviceplan Campaign X. “We will use this to make recommendations to users by displaying dogs who like the same music in personalized video banners.”

“As animal welfare officers, we attach great importance to any kind of original communication and increased awareness among the wider population,” adds Jillian Moss, head of PR, advertising and fundraising at the Tierschutzverein München e.V. animal shelter. “We are proud to be pulling together with our two Adoptify partners, who are both market leaders in their respective sectors.”

Music tracks:
Indie-Pop (Welpen): Good old times – Alex Cohen
Hip Hop (Gloria): Wear you out – Tyrone Briggs (verfügbar bei Spotify)
Indie-Rock (Milow): Noises – Mike Mains (verfügbar bei Spotify)
Klassik (Moshi): Nessun Dorma – Giacomo Puccini (verfügbar bei Spotify)
Electro (Ray): Don’t panic – No control

Client: Tierschutzverein München e.V.
Creative Media Partner: Spotify GmbH

Serviceplan credits:
Global Chief Creative Officer: Alexander Schill
Creative Managing Partner Germany: Matthias Harbeck
Agency: Serviceplan Campaign X

Serviceplan Campaign X credits:
Executive Creative Director: Hans-Peter Sporer
Creative Director: Luitgard Hagl
Copywriter: Kornelia Szatko, Leon Morelli
Art Director: Michael Lux
Account Director: Konstanze Kliesch
Film Production company: Neverest GmbH & Co. KG

Film credits:
Director: Luis de Maia
Director of Photography: Sebastian Hofer
Executive Producer: Maggy Fischer, Anett Grünbeck
Producer: Nicole Ostermeier
Producer Assistant: Saskia Diers

Media Agency: Plan.Net Media
Digital Agency: Plan.Net Technology & Datamints
Technical Directors: Felix Koschmidder, Heinrich Plener

@nudd Tim Nudd is a former creative editor of Adweek.