Spotify has just rolled out a big, humorous global marketing campaign named “Love What You Love” to highlight its redesigned free service.
Music is universal and it is magical enough to bring people who have different characteristics and lives together!
Keeping this fact in mind, Spotify, the famous music streaming company, invites all its users to listen to all their favorite songs and discover new artists for free.
To promote its new ad-supported free experience which was relaunched in last month, Spotify came up with two commercials, reminding us action and horror movie trailers, for the first part of its new campaign.
Gustav Söderström, Chief R&D Officer at Spotify, said in a statement:
We’re doing this because we know it will help us drive growth – for the industry, and for creators. The better our free experience is, the more likely it is that our free users will become Spotify Premium users.
We watch two movie-like trailers named “Chase” and “Horror”, featuring Wrecking Ball by Miley Cyrus and Havana by Camila Cabello respectively.
Match Instantly, the second part of the campaign, is inspired by dating apps. The videos created under this component are encouraging users to celebrate the importance of discovering the perfect song – of course using the romantic touches.
Alex Bodman, Global Creative Director at Spotify, said:
The idea for the campaign came from the product itself, specifically the heart feature, which allows you to like a certain song, and then, based on that, Spotify can serve up and suggest new music to you.
We saw that heart, and while it is quite functional for the product, it’s also symbolic of the personal relationship each one of us has with music. So we started there, and then decided to explore work from all different angles in a way that felt like the right tone for our brand.
So, what are the new updates for free users?
Spotify’s free users were not able to choose and design playlists before, but with the new changes, they will be provided 15 full-control playlists which are generated by Spotify with the help of its algorithm that will shape playlists according to users’ listening habits.
As Spotify shares, there will be 750 songs including Discover Weekly, Release Radar and Daily Mix playlists.
The music streaming service will learn users’ favorite artists when they sign up and provide them personalized playlists as well.
Spotify’s global head of advertising Brian Benedik added:
When you think of what brands are looking for in terms of their investment, they want scale, but they also look for strong engagement. What we’re looking for in this improved free-tier experience is even more engagement with these users that will allow us to work with brands in some more creative ways.
Along with the new campaign videos, Spotify also runs out-of-home ads, each points out the music service as “free app” and features artists such as Demi Lovato and Luke Bryan.
Once again, Spotify shows company’s dedication to improving its ‘freemium’ model and offering its users a high-quality music service by creating this multi-pronged global campaign.