Music streaming service Spotify is aiming to
attract more Australian students to its Premium for Students deal, with
the help of a campaign created by The Royals.
Spotify appointed
creative agency The Royals to the project following a competitive pitch,
where the brief was to acquire student users to its Spotify Premium
service with the help of existing Spotify Premium for Students users.
The
Royals' solution was to create the exclusive online Spotify Student
Premium Store, stocked with everything students need to survive student
life. This includes student staples, the latest tech and fashion and
festival tickets, music merch and unique music-related experiences
hidden amongst everyday items.
VIEW THE STORE
Existing student users must get a student friend to sign up to the
Spotify Premium for Students to earn a credit in the store - and if they
want more items from the store, they have to sign up more friends.
Breaking this week, the campaign will be executed in CRM, digital and social.
Says Serena Leith, marketing director for ANZ, Spotify: "We sought a great new
local partner to help us bring to life the compelling new Premium for
Students proposition in the competitive Australian market this summer.
The Premium for Students offering takes a deft touch to communicate
clearly to our student constituents, and our brief reflected the
complexity and nuance required to deliver a unique campaign approach.
"To
that end, The Royals presented a really interesting and novel response
to approach this cohort in a brand new way, and we're excited to see how
our passionate users respond to this unique approach."
Says Dan
Beaumont, managing partner, The Royals: "As a relatively young
creative company, we love working with innovative brands and modern
clients and they don't come more modern than Spotify - a global leader
in its use of technology, data and content. We're excited to be working
with the team to build something unique for users and contribute to
Spotify's success story."
The project follows recent new
business wins for The Royals, including Ola, Bakers Delight, Australian
Super and the Northern Territory master brand.