Title | RIDDLE ME THIS |
Brand | STOCKLAND |
Product / Service | STOCKLAND MOTHER'S DAY |
Category | C03. Branded Content / Podcasts |
Entrant | HOST HAVAS Sydney, AUSTRALIA |
Idea Creation | HOST HAVAS Sydney, AUSTRALIA |
Production | SONG ZU Sydney, AUSTRALIA |
Name | Company | Position |
---|---|---|
Jon Austin | Host/Havas | Executive Creative Director |
Matt Ennis | Host/Havas | Art Director |
Gwen Thomas | Host/Havas | Copywriter |
Alyce Cowan | Host/Havas | Strategist |
Alistair Ferrier | Host/Havas | Producer |
Joanne Thomasson | Host/Havas | Head of Account Management |
Kiera Connell | Host/Havas | Senior Digital Designer |
Beau Simmons | Host/Havas | TV & Video Editor |
To help mum get what she wanted on Mother's Day without taking the magic of discovery and gift-giving away from kids, we turned 20 of Stockland's most popular Mother's Day gifts into lighthearted riddles on a branded Spotify podcast, and let mum send specific 'episodes' or gift requests to her kids for them to decode. For example, if mum wanted books for Mother's Day, she could send an audio riddle that said: "I take mum away to magical places. I have my very own shelf and my very own cases. I can be done in a day. I can be flicked through slow. The better I am, the faster I go."
Spotify Podcast Script Riddle Me This #1 I love to get moving I hate standing still. I help stretch in pilates When you’re this nice and comfy I’m normally seen from the gym to the couch and everywhere in between. Riddle Me This #2 A day to feel special can be such a treat. Where mum can kick back, and put up her feet. I’ll polish and pamper. I’ll paint and I’ll buff, and leave mum feeling like extra hot stuff. Riddle Me This #3 I take mum away to magical places. I have my very own shelf and my very own cases. I can be done in a day The better I am, the faster I go. Riddle Me This #4 I’m put on a little or sometimes a lot. I can highlight a cheekbone or cover a spot. Mum puts me to use before any big date, to keep eyes looking bright and skin looking great. Riddle Me This #5 I’m all charged up, and good to start. I’ll make mum’s house feel extra smart. So plug me in and you will see just how easy life can be. Riddle Me This #6 I change with the seasons, but I’m not the weather. I’m cotton or denim or velvet or leather. I’m stitched and sewed all over the globe before ending up in mum’s wardrobe. Riddle Me This #7 I’m great by myself, or in a big bunch. I drink water for breakfast And eat sunlight for lunch. I’m given and grown and worn in mum’s hair. I don’t last forever so treat me with care. Riddle Me This #8 I go on mum’s wrist, but I don’t tell the time. You can tell that I’m there without seeing a sign. Take a deep breath and you’ll know I’m around. In a small bottle I’m normally found. Riddle Me This #9 I’m something you give when you can’t decide. So mum gets the choice of what she wants to buy. or even a lot. I love to be used at mum’s favourite spot. Riddle Me This #10 I turn straight into wavy or curly to straight. I’m the reason why mum can sometimes run late. Just switch me on and turn up the heat. The knottiest knots are no trouble to beat. Riddle Me This #11 I open and close And go everywhere. I hold many things, I’m round or I’m square. I’m filled to the brim when Mum’s out and about. I’m a part of her life she won’t leave home without. Riddle Me This #12 Whether I’m made of wood or cloth or chrome, I turn a house into a home. So find that thing to fill a space and make your home mum’s happy place. Riddle Me This #13 Whatever mum’s taste I’ve got it in bunches. From buffet breakies to fancy brunches So when mum needs a break from putting on dinner, this little gift can be a real winner. Riddle Me This #14 I’m pretty and shiny and sparkle so bright. Mum wears me with pride when she goes out at night. On fingers, on ears, around wrists I can go. I’m the glittery gift that mum likes to show. Riddle Me This #15 A blissful treat when mum’s feeling stressed. On sore, aching muscles is where I work best. I’m Swedish or Thai or Balinese. I’m good under pressure, and great in a squeeze. Riddle Me This #16 I’m exciting or funny, romantic or scary. I can make mum laugh or get a bit teary. The lights will go down and the show will begin. You’ll need a ticket if you want to go in. Riddle Me This #17 Even when the sun’s down I’m still in the light. When people come over mum puts me in sight. A match brings me to life, wind puts me to sleep. My smell is beautiful; one mum loves to keep. Riddle Me This #18 I’m fancy or casual, I’m great in a pair. From office to playground, I’m worn everywhere. I come in all sizes and shapes and styles. I help mum walk for miles and miles. Riddle Me This #19 I’m comfy and cozy and come out at night. At work or outside, you won’t find me in sight. I’m warm in the cold, and cool in the heat. I’m what mum puts on under blankets and sheets. Riddle Me This #20 Even under the sun, I keep mum in the dark. I’m great by the pool, at the beach and the park. I’ve got two arms that hold me on tight. I only come out when things get too bright. Riddle Me This #21 I may be smart, or rotate my hands, But one things for sure, I'm on top of your plans. Leather or gold, buckle or click, arriving on time Is what makes me tick.
- Stockland is a major Australian shopping centre chain, with 25 retail centres across the country. Each shopping centre holds a wide variety of stores, restaurants and activities (day spas, movie theatres).
Gamifying Mother's Day through Spotify wasn't easy. In order for the riddles to work, they had to be sent individually, without the recipient seeing the answer in the playlist. The problem was, 55% of our audience were on Spotify Free, which didn't allow individual track sharing like Spotify Premium. This meant that, for the majority of our audience, the game wouldn't work. And so we found a hack even Spotify didn't know existed. Due to the linear nature of podcasts, with written summaries that are full of plot twists and spoilers, both Free and Premium users can leverage Spotify's full breadth of shareable functionality to share individual podcast episodes without seeing the full playlist. And so we turned Riddle Me This into a gamified podcast. Every riddle (and its relevant descriptor track) was an 'episode', which could be shared individually from any Spotify account without the recipient seeing the answer.