How do you say farewell to one of the most influential bands in Swedish history, while summarising a relationship stretching more than 25 years? Kent’s music has been played an equivalent of 2,200 years on Spotify and currently has roughly 650,000 monthly listeners.

With the campaign Din Sista Tid Med Kent (Your Final Time With Kent), we wanted to cherish the bond between music lovers and the band Kent. We did this by offering a deeply personal experience where you as fan could get personalised data based on your listening habits of the band’s music on Spotify, including most-played songs and albums. Additionally, the fans found out just how big of a fan they were compared to the rest of Kent fans in Sweden.

The entire experience was captured on a microsite depicting not only Kent’s journey on the music service, but how music fans of Sweden cherished the band’s impressive catalogue since the band officially announced their retirement in March 2016.

The launch of the campaign was carried out through a multifaceted marketing strategy. We enticed fans to get their own personal experience with physical and digital OOH advertising following the band around on their farewell tour.

Through simple messaging – “Your love for Kent: in black and white” – we sparked interest in both fans and the general public to visit the Spotify’s unique experience while staying true to the band’s iconic minimalistic design and tone of voice.

The launch of the microsite was also carried out on Spotify’s local as well as Kent’s official social media channels, pre-briefs were given to leading media outlet Dagens Nyheter – combined with broad media outreach covering the band’s overall success on Spotify. Alongside the three-month-long farewell tour, we instigated local data stories and shared with media.