Background
Spotify came up with an incredible offer; half-price Spotify Premium for students! Even the offer was strong by itself. All we needed to do was to announce this on billboards and embrace students to make use of it. Just a catchy image and a headline might not be able to do that.
Idea
So I dug deep to find real student insights and use them as a fun way to announce the offer. Found numerous global insights, used them alongside a bunch of local ones. Simply, used moments from students’ life to reach students and tell them there is a great offer out there.
Impact
The campaign spread out. Billboards were posted on 4 different countries over Europe. Brand love increased over 40% and active users increased by over 3%.