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Spotify Student Premium Store

Students represent the largest, most loyal and engaged group on Spotify, but they don’t have much money to spend on luxury items like music subscriptions. To drive awareness and trial, Spotify decided to give them a taste of premium with Spotify Student Premium for $0.99 for the first three months.

To promote this offer, The Royals created the Student Premium Store – a store full of student essentials that had no prices attached. Instead, everything could be redeemed just by referring their mates and accessed by only those who were signed up to Spotify Premium. Demonstrating that they could have both their cake (as well as other student essentials) and eat it with the uninterrupted sound of Spotify premium.

The more mates a user got to sign up, the more credits they received and new users were able to sign up their mates too. 

Spotify Student Premium Store was a huge success, with 165% increase in sign-ups during the campaign period.

CREDITS
Client: Spotify Australia
Marketing Director, Australia & New Zealand: Serena Leith
Marketing Manager, Australia & New Zealand: Rosie Rothery
Marketing Specialist, Australia & New Zealand: Steph Gray

Agency: The Royals
Managing Partner: Dan Beaumont
Creative Partner: Nick Cummins
Senior Creative: Lewis Farrar
Senior Creative: Juan Aguilar
Group Account Director: Ian Hartley
Senior Account Manager: Etaoin Knight
Senior Strategist: Laura McRae
Head of CX: Mikael Perhirin
Digital Project Manager: Emerald Cowell
Senior Frontend Developer: James Robinson
QA Analyst: Sarah Jackson
UX Designer: Max Lacoste
Lead UX Architect: Mark Smith
Content Writer: Dan Michael Jones
Digital Project Manager: Richard Edmunds
Data Scientist: Dr Paul Vella
Digital Designer: Carlo Spadazzi
Digital Developer: Eddie Brown-Greaves
CRM Strategist: Catherine Cullen  

Client

Advertiser: Spotify ANZ

Creative Agency

Creative Agency: The Royals

Managing Partner: Dan Beaumont

Creative Partner: Nick Cummins

Senior Creative: Juan Aguilar

Senior Creative: Lewis Farrer

Group Account Director: Ian Hartley

Snr Account Manager: Etaoin Knight

Senior Strategist: Laura McRae

Head of CX: Mikael Perhirin

Digital Project Manager: Emerald Cowell

Senior Frontend Developer: James Robinson

QA Analyst: Sarah Jackson

UX Designer: Max Lacoste

Lead UX Architect: Mark Smith

Content Writer: Dan Michael Jones

Digital Project Manager: Richard Edmunds

Data Scientist: Dr Paul Vella

Digital Designer: Carlo Spadazzi

Digital Developer: Eddie Brown-Greaves

CRM Strategist: Catherine Cullen

Category: Media and Entertainment