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

Push follows platform's release of new features for non-paying listeners

Published On
May 15, 2018

Editor's Pick

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.

Credits

Date
May 15, 2018
Brand:
Spotify
Agency:
Spotify In-House
Chief Marketing Officer:
Seth Farbman
Vice President, Brand and Creative:
Jackie Jantos
Global Executive Creative Director:
Alex Bodman
Global Brand Design Director:
Rasmus Wangelin
Creative Director:
Rajeev Basu
Associate Creative Director:
Alexandra Sobiecki
Senior Art Director:
Ellen Pai
Director, Integrated Production:
Belinda Lopez
Senior Broadcast Prodcuer:
Laura Ferguson
Senior Global Brand Director:
Alexandra Tanguay
Global Brand Director:
Christian Navarro
Senior Global Brand Manager:
Lauren Solomon
Business Affairs:
Lauren King
Brand Strategy Director:
Zach Pentel
Brand Strategist:
Nathan Doiev
Global Head of Consumer Marketing:
June Sauvaget
Head of Marketing Strategy and Planning:
Neal Gorevic
Director, Global Marketing Strategy and Planning:
Emmanuel Orssaud
Global Consumer Marketing:
Hugo Norqvist
Global Consumer Marketing:
Antonieta Moreland
Head of Global Media:
Scott Marsden
Global Media Manager:
Kathryn Griffin
Media Specialist:
Sarah Schlein
Media Agency:
UM Worldwide
Production Company:
MJZ
Director:
Steve Ayson
President:
David Zander
Executive Producer:
Emma Wilcockson
Line Producer:
Mark Hall
Director, Photography:
Dariusz Wolski
Production Designer:
Nicolas Scabini
Service Production:
Kinema Films
Group Director:
Jose Ludlow
Line Producer:
Dalia Sierra
Editorial:
MackCut
Assistant Editor:
Pamela Petruski
Assistant Editor:
Devon Flint
Head of Production:
Gina Pagano
Mix and Sound Design:
Sam Shaffer
Visual Effects:
MPC
Executive Producer:
Matthew Loranger
Creative Director:
Alvin Cruz
Producer:
Krystle Timm
Producer:
Chris Preston Barnes
Shoot Supervisor:
Helena Packer
2D Lead:
Tamir Sapir
2D Team:
Melissa Graff
2D Team:
Aaron Baker
2D Team:
Renato Carone
2D Team:
Anand Sagar
2D Team:
Jahnvi Mistry
2D Team:
Pratyush Paruchuri
2D Team:
Akshay Agrawal
2D Team:
MD Karthikeyan
2D Team:
Narendra Kumar
Color:
MPC
Colorist:
Mark Gethin
Color Assistant:
Tanner Hladek
Color Assistant:
Dimitri Rajapakse
Executive Producer of Color:
Meghan Lang
Producer, Color:
Rebecca Boorsma
Editor:
Ryan Steele

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Project Type