Challenge: Introduce Spotify as a free, one stop solution for all music needs to change listening behavior in a market dominated by Music Piracy.

Brief: Positioning Spotify as the easy and FREE go-to music destination for all moods & moments with the biggest music library to drive awareness in a low streaming market.

Objectives:

Drive brand awareness & become a household name; the free music solution for all moods & moments.

Insight:

In a low streaming market, we’re not only competing with piracy, but also the sound of noise people would choose not to listen to, if only they had the choice to take control and activate their selective listening. We sometimes feel the noise around us is striking an unwanted chord, we wanted to reverse the situation by empowering Egyptians to take control on Spotify.

We chose music from the top music genres listened to by Gen-Z and made sure we included top streamed songs/artists for our campaign. Not only that, we wanted to ensure our choice of song would resonate with our target while resonating with our campaign message as well.

Using a mix of top artists and different genres - each copy brought a certain twist to our viewers.

Our campaign surpassed expectations and led to an increase of 54.5% growth in monthly active users. Today, Spotify has become the top scoring music platform for Gen-Z, our core target, amongst competition in all brand metrics; we managed to enhance brand perception and influence listening behavior. Our campaign reach on TV was a successful 86% across our target audience.