The campaign centered around guilty pleasure songs, something everyone can relate with. At a time when young-adults are so concerned with their self-image, they encouraged fans to “Love what you love”. They used an internationally recognized song as an unexpected juxtaposition in the film trailer. Horror was the chosen genre, as research indicated it was having its highest grossing year ever for the target age group. The trailer was released in cinemas, on TV, and online.

Last summer, we launched its biggest worldwide campaign ever to promote its Free, ad-supported service. The campaign centered around guilty pleasure songs, something everyone can connect with. And we encouraged listeners not to hide it, but instead to love what they love. We created a horror film trailer where we find out whether a group of friends can resist listening to Camila Cabello’s “Havana” even if a creepy doll-type-thing appears out of nowhere and tries to kill them, every time they play the song. Turns out, they can’t.