CREATIVE CAMPAIGN SPOTIFY PREMIUM
þ WHERE WE STAND
SPOTIFY IS IN THE TOP OF MIND OF MUSIC LOVERS
PROBLEM FAILS TO CONVINCE FREE MEMBERS FOR A
PREMIUM MEMBERSHIP WITH THE GIVEN BENEFITS
PRODUCT VS. PROMOTION
CONSUMER INSIGHT
HIGHER QUALITY AUDIO
UNINTERRUPTED LISTENING
PLAYING ANY SONG ON-DEMAND OFFLINE
CONSUMER INSIGHT
HIGHER QUALITY AUDIO
UNINTERRUPTED LISTENING
PLAYING ANY SONG ON-DEMAND OFFLINE
CONSUMER INSIGHT
HIGHER QUALITY AUDIO
UNINTERRUPTED LISTENING
PLAYING ANY SONG ON-DEMAND OFFLINE
HAVE HIGH DEMAND FOR LISTENING MUSIC MOBILE
FEEL ALWAYS ONLINE
DON‘T CONNECT STREAMING WITH BEING OFFLINE
FREE MEMBERS...
OBJECTIVE TRANSFORM FREE MEMBERS INTO PAYING SUBSCRIBERS
þ THE CREATIVE STRATEGY
INCREASE AWARENESS FOR OFFLINE MOMENTS
SHOW HOW MUSIC COULD ENHANCE THEM
FOCUS ON TRAVELLING
þ THE IDEA
“A JOURNEY IS NOT ABOUT THE PLACES YOU GO, IT‘S ABOUT WHO JOINS YOU ON YOUR WAY.“
SPOTIFY PREMIUM – YOUR TRAVEL MATE WHO BOOSTS YOUR JOURNEY
þ WHY IT WORKS
RELIABLE MESSAGE COMMUNICATION REACHS ITS TARGET GROUP IN REAL OFFLINE MOMENTS
.
INCREASES ITS IMPACT THROUGH REPETITION FOLLOWS THE TARGET GROUP ALONG ITS JOURNEY
.
INCREASES ITS IMPACT THROUGH REPETITION FOLLOWS THE TARGET GROUP ALONG ITS JOURNEY
.
ADAPTABLE COPY AND STORYTELLING INSPIRES IMAGINATION AND UNLOCKS HIDDEN DESIRES
þ WHERE WE GO
ü INCREASE AWARENESS FOR OFFLINE MOMENTS
ü SHOW HOW MUSIC COULD ENHANCE THEM
ü UNLOCK HIDDEN DESIRES
Platzhalter Fußzeile
LET‘S BE TRAVEL MATES
THANK YOU
TINA UHLEMANN
Concept to Campaign I KAP401
Spotify Premium Travel Mate I n8665818