Spotify is rolling out its biggest consumer marketing campaign to date — called “Love What You Love” — as it doubles down on its commitment to the freemium model (“free” and ad-supported vs. premium subscription with no ads) and to creating a high-quality experience for all of its users.
Last month Spotify relaunched its free ad-supported experience with a redesigned mobile app offering on-demand playlists for its 90 million free users. In the first major change to Spotify’s free tier since 2014, free listeners now have on-demand access to 15 “select” playlists, while they can play any song they desire inside those playlists —meaning they’re no longer restricted to shuffled playback mode. Beyond their 15 select playlists they’ll re-encounter shuffle-only mode, still a vastly improved customer experience that what Spotify’s free service was like previously.
With the new Spotify free experience, ad-supported users have access to all the songs they love and the freedom to discover millions of new songs. In that spirit, the campaign invites people to “love what you love” for free in the belief that every person, from casual music listeners to discography aficionados, has a personal connection to their favorite music—and that there is a right song for every moment. This campaign celebrates that universal yet personal experience and invites people to embrace their connection to music for free on Spotify.
The revamped freemium tier will grow its basic tier and along with it, its advertising business for those who choose to remain on the enhanced free tier; and also upsell users from free to premium once they’ve had a taste of ad-free with more control and customization. Either way, it’s a win-win and gives customers more choice.
“Love What You Love” is a multi-faceted campaign—the first part features two commercials in which Spotify puts its spin on action and horror film trailers: “Chase Love” featuring Wrecking Ball by Miley Cyrus and “Horror Love” featuring Havana by Camila Cabello (and a creepy doll).
One of the archetypal cinematic tropes – the bad guy and good guy locked in a car chase – is flipped on its head when they both discover an unexpected passion for “Wrecking Ball”, the breakup anthem by Miley Cyrus.
In 2017, the horror genre had its biggest year at the box office yet. In this trailer, a homicidal doll is animated by the sounds of Camilla Cabello’s number one hit “Havana.” Unfortunately for those near the doll, its infectious hooks are impossible to resist.
Right in time for summer’s movie blockbuster season, the two faux film trailers will be distributed to cinema, broadcast, digital TV and social media channels in 11 markets worldwide from May 15 through June 21. These include the U.S., UK, Spain, Brazil, Mexico, Colombia, Thailand, Indonesia, Australia, Canada and New Zealand.
The second part of the campaign, inspired by dating apps, includes digital videos under the umbrella of “Match Instantly.”
As Spotify is built on discovery and a love for music, this part of the campaign celebrates how powerful it can be to find—or rediscover—the perfect song. In these romantic vignettes, Spotify elevates everyday music discovery moments into love scenes fit for a Hollywood movie, featuring “Meadow” featuring Sza’s song Drew Barrymore and “Car” featuring Kiss Me by Sixpence None The Richer.
There will be three Match Instantly videos in total that will run across digital and social channels in United States, United Kingdom, Spain, Mexico, Colombia, Thailand, Indonesia, Australia, Canada and New Zealand.
Hey @Camila_Cabello! "Havana" is a killer song we can't resist. Nor can millions of fans all over the world. Nor can this funny doll thing in our commercial. Listen free on Spotify. pic.twitter.com/w2qu1bQBZk
— Spotify (@Spotify) May 15, 2018
Out of Home print ads will be coming to billboards in select cities worldwide, as seen above and below, as well.
Spotify users have created more than 2 billion playlists to date, so keying in on that feature as a way to showcase what a paid experience offers is a smart ‘try before you buy’ way to sample Spotify premium. Free users can’t design or choose which playlists to make “select” however as the 15 full-control playlists are generated by Spotify. Its algorithm will determine the playlists based on your listening habits, with most of them updated daily. The menu for “select” includes 750 songs in total and includes Spotify’s Discover Weekly, Release Radar and Daily Mix playlists.
In another new feature, Spotify will now ask free customers to pick their favorite artists as soon as they begin, allowing the service to immediately provide personalized playlists based on their preferences. The new Spotify also has a “data saver” mode that’s designed to make life easier for people on capped data usage plans.