The solution relied on understanding why people love music. We knew Apple had understood one reason - being “up” with the latest in culture, feeling close to big stars or feeling cool and ahead. So their communications used Taylor Swift and Drake and felt very topically cultural.

Instead we took another insight into music - its power to bring people together.

The world was going through a tough period of global division (Trump, Brexit et al) but music had always been a powerful uniting force; from protest songs in the 60s to tracks of free love from the 70s. Our approach was to highlight the power of music as a powerful way of launching Amazon Music Unlimited as a brand that understood what music really means.

This idea took a traditional one-way medium of posters, and turned them into content for social. Broadcast by a brand, become a tool for conversation between people.

It just goes to show that success isn’t about finding the new fancy piece of tech. Using something old in a brand new way can be just as powerful.

According to Amazon it was a very successful campaign, detailed figures are confidential, but Amazon did say that Music Unlimited memberships had doubled from the previous year.