CREATIVE CAMPAIGN...Concept to Campaign I KAP401 Spotify Premium Travel Mate I n8665818 Created Date...

CREATIVE CAMPAIGN SPOTIFY PREMIUM

þ WHERE WE STAND

SPOTIFY IS IN THE TOP OF MIND OF MUSIC LOVERS

PROBLEM FAILS TO CONVINCE FREE MEMBERS FOR A

PREMIUM MEMBERSHIP WITH THE GIVEN BENEFITS

PRODUCT VS. PROMOTION

CONSUMER INSIGHT

HIGHER QUALITY AUDIO

UNINTERRUPTED LISTENING

PLAYING ANY SONG ON-DEMAND OFFLINE

CONSUMER INSIGHT

HIGHER QUALITY AUDIO

UNINTERRUPTED LISTENING

PLAYING ANY SONG ON-DEMAND OFFLINE

CONSUMER INSIGHT

HIGHER QUALITY AUDIO

UNINTERRUPTED LISTENING

PLAYING ANY SONG ON-DEMAND OFFLINE

HAVE HIGH DEMAND FOR LISTENING MUSIC MOBILE

FEEL ALWAYS ONLINE

DON‘T CONNECT STREAMING WITH BEING OFFLINE

FREE MEMBERS...

OBJECTIVE TRANSFORM FREE MEMBERS INTO PAYING SUBSCRIBERS

þ THE CREATIVE STRATEGY

INCREASE AWARENESS FOR OFFLINE MOMENTS

SHOW HOW MUSIC COULD ENHANCE THEM

FOCUS ON TRAVELLING

þ THE IDEA

“A JOURNEY IS NOT ABOUT THE PLACES YOU GO, IT‘S ABOUT WHO JOINS YOU ON YOUR WAY.“

SPOTIFY PREMIUM – YOUR TRAVEL MATE WHO BOOSTS YOUR JOURNEY

þ WHY IT WORKS

RELIABLE MESSAGE COMMUNICATION REACHS ITS TARGET GROUP IN REAL OFFLINE MOMENTS

.

INCREASES ITS IMPACT THROUGH REPETITION FOLLOWS THE TARGET GROUP ALONG ITS JOURNEY

.

INCREASES ITS IMPACT THROUGH REPETITION FOLLOWS THE TARGET GROUP ALONG ITS JOURNEY

.

ADAPTABLE COPY AND STORYTELLING INSPIRES IMAGINATION AND UNLOCKS HIDDEN DESIRES

þ WHERE WE GO

ü  INCREASE AWARENESS FOR OFFLINE MOMENTS

ü  SHOW HOW MUSIC COULD ENHANCE THEM

ü  UNLOCK HIDDEN DESIRES

Platzhalter Fußzeile

LET‘S BE TRAVEL MATES

THANK YOU

TINA UHLEMANN

Concept to Campaign I KAP401

Spotify Premium Travel Mate I n8665818