SPOTIFY
BRIEF
Become the most used music streaming service in the region, with a brand that is connected to local culture and respected by both artists and fans.
Enable Spotify to own discovery over competitor platforms.
Create brand love for Spotify from day one.
Drive consumers to download the Spotify free tier.
The budget focused us on Engagers and Artists for launch. These groups will be ambassadors for Spotify which will cause the Upstreamers to follow.
SOLUTION
Spotify is THE platform where Local artists can express themselves freely through their music. And It is a truly diverse one that mirrors The diverse. range of personalities of our engagers. With millions of songs they can identify with billions of playlists they can express themselves with and recommendations to suit their (very) unique personalities It’s an all-inclusive place where they can truly express their music without limitations, without restrictions, and without judgement.
Spotify is the place, they can…
FEEL FREE
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Answers their need for self-expression, but also positions us as the brand that champions that need. It allows us to connect with them in the most relevant way and add a deeper meaning to the brand that outlasts competitors. It makes Spotify an inviting place that celebrates the expression of their identities… A place where they can come and just feel free to be, to share, and to discover.
So to launch our campaign, in the most relevant way. Let’s identify and validate all the different and unique personalities of our Engagers in the G.C.C… And invite them to Spotify, to come as they are, feel free to express who they are and discover others like them.
Throughout the campaign we will tap into unique local insights about the different personalities and identities that will make engagers in the G.C.C. smile, share and download Spotify… We will do this by using smart media platforms which allows us to define highly specific targets: Like Youtube’s VOGON dynamic targeted ads, Facebook ads, Display ads/ Banners, OOH, Twitter content and insta stories.
*This work is a pitch presented to Spotify in 2018.
