The campaign promotes free skype-to-skype calls on 3’s Pay As You Go option.
Spotify’s new billboard format will see full-screen ads served over the Spotify application once a user has been inactive for five minutes.
The billboard will remain in view until the user once again becomes active (such as rolling over the screen with the mouse) after which it scrolls down into a leaderboard.
3 Mobile is the first brand to use the new format, together with an accompanying audio ad and leaderboard.
Glue provided the creative and the media deal was brokered by Mindshare.
Spotify offers an advertiser-funded free music streaming service and a premium, paid-for service without advertising.