Spotify targets free users with scares and laughs in biggest global campaign to date

In recent years, Spotify has put plenty of focus on its paid subscribers, but at the end of April, it debuted a completely revamped experience for its 90 million free users. According to Spotify's Chief R&D Officer Gustav Soderstrom at the brand's announcement event, 60 percent of the platform's paying customers started out as free patrons, so "the company's goal is to keep free users satisfied and not have them feeling like second-class listeners."

That sentiment continues in the fact that the company is devoting to its ad-supported listeners what its biggest-ever global marketing campaign to date, in terms of both budget and reach.

The multi-pronged "Love What You Love" effort created in-house consists of a pair of blockbuster trailer- inspired films, out of home and social video that likens the platform to a matchmaking service.

The trailers, which will run in cinema, on broadcast, digital and social, are fun twists on horror and action flicks. The former depicts the familiar scary movie set-up featuring a bunch of young adults sharing an abode--but when one plays Camila Cabelo's "Havana," it sends a horrific decrepit-looking mannequin on a terror spree throughout their home. Copyline reads, "Killer songs you can't resist. Listen free." The action-themed trailer re-enacts what seems like a typical high-octane car chase, but things get goofy when the pursuer can't get enough of Miley Cyrus's "Wrecking Ball" on his foe's car radio. Steve Ayson directed via MJZ.

Out of home ads highlight Spotify as "the free app" for people with varying tastes-tied to popular songs, while digital films, directed by Similar but Different via Here Be Dragons, liken moments of musical discovery to encountering your true love.

The various assets in the campaign will run in multiple global markets, including United States, United Kingdom, Spain, Mexico, Colombia, Thailand, Indonesia, Australia, Canada and New Zealand.