Spotify puts its vast trove of listener data to playful use in a new global out-of-home ad campaign—its largest OOH effort to date—with executions that playfully highlight some of the more bizarre user habits it noticed throughout 2016.

The work, developed by Spotify’s internal creative team, began rolling out Monday in the U.S., the U.K., France and Germany on Monday and is fully in market today. The ads use aggregate data, and even some individual data, to generate headlines like:

• “Dear person who played ‘Sorry’ 42 times on Valentine’s Day, what did you do?”
• “Dear person in the Theater District who listened to the Hamilton Soundtrack 5,376 times this year, can you get us tickets?”
• “Dear 3,749 people who streamed ‘It’s the End of the World as We Know It’ the day of the Brexit vote, hang in there.”

Click the ads to enlarge.

A tagline on some of the ads reads, “Thanks, 2016. It’s been weird.”

It’s a clever, engaging way to use data to humanize technology. And it works particularly well for music, since people do have such a passionate emotional connection to it—which does lead to some quirky data points indeed.

The ads above are U.S. executions. See some overseas executions below.

—Britain

—France

—Germany

This article was found on adweek.com