Results

To celebrate its 200th anniversary, Laško – Slovenia’s iconic beer brand from the Heineken Group – partnered with Dentsu and Adform to deliver a landmark audio campaign on Spotify. By combining the emotional power of music with the precision of programmatic buying, the campaign connected heritage with new generations and delivered exceptional engagement.

listen-through rate

minimum spend for programmatic activation

(vs. €2,500 direct)

audio ad creative duration

Why Adform:

Dentsu, one of Slovenia’s leading media agencies, relies on Adform as a trusted partner thanks to our tailored solutions, responsive support, and deep understanding of client goals. Unlike other mar-tech providers, Adform provides flexibility, accuracy, and a consultative approach that turns collaboration into a true partnership.

For Laško’s milestone 200th anniversary campaign, Adform’s omnichannel DSP was the natural choice to activate Spotify programmatically — enabling precise audience targeting, seamless delivery, and real-time optimization, while integrating smoothly into a wider media strategy.

Challenges:

Laško’s “200 – Celebrating Our Third Century” campaign was more than a marketing initiative — it was a national celebration. The brand sought to honor its rich heritage, strengthen its emotional bond with loyal fans, and engage younger generations with a modern storytelling approach.

However, this ambition came with challenges: cutting through media noise in a crowded market, delivering an authentic message that resonated with diverse audiences, and transforming attention into measurable engagement. Creative assets such as the specially commissioned anniversary song “200 let” by Tokac & Maja Keuc were powerful tools, but they needed a distribution channel that could combine emotional impact with data-driven precision.

Solution:

At Adform we addressed these challenges through a Spotify private deal integrated within our DSP, allowing Laško’s anniversary message to reach its audience at the right time and in the right context. The audio campaign placed the new song directly into listeners’ daily moments, transforming a historical milestone into an engaging, music-driven experience.

The programmatic setup provided significant strategic advantages. Without the €2,500 minimum spend required for direct buys, Dentsu and Laško gained far greater flexibility in budget allocation and campaign scale. This opened the door to wider optimization opportunities and more efficient delivery, ensuring the campaign performed at its best throughout its run.

Real-time reporting and optimization tools allowed the team to closely monitor performance and fine-tune delivery. The result was an exceptionally high listen-through rate of 96.45%, showing that audiences not only heard Laško’s anniversary message, they stayed engaged with it from start to finish.

Nika Oražem

Digital Marketing Specialist, Dentsu

“Working with Adform allowed us to transform Laško’s 200th anniversary into a modern, data-driven story that resonated with listeners. The Spotify audio campaign connected tradition with innovation and delivered exceptional engagement that truly celebrated this milestone.”