Understanding the Challenge

Audience: Young people and adults between 18 and 45 years old. They use music as a constant companion: while working, studying, exercising, driving, or relaxing. They value the freedom to choose what, when, and how they listen. They are intensive users of digital platforms and seek fluid, personalized, and unrestricted experiences. Many are already familiar with Spotify, but are considering upgrading to Premium to enjoy pause-free playlists, offline downloads, and better sound quality.

Our Approach

We began with an in-depth brand audit to identify weaknesses and opportunities. Most people are familiar with the platform and how to use it. Mostly being annoyed with loud ad loops and waiting to stream their content on the way to work, the plan is to get them to premium so that they can enjoy their music without hesitation or compromise. The campaign copywriting is the key feature, as we would like to promote that you will have ad-free music of your choice for as long as it takes to get to your destination.