Marketing InnovationSpotify Pushes Its Free Tier With Fake Movie Trailers and Witty Outdoor AdsThe brand's largest marketing campaign to-dateBy Katie Richards|May 15, 2018New outdoor ads push Spotify's free tier.SpotifyShareBy Katie Richards|May 15, 2018ShareMusic is a powerful thing. An artist can bring even the most unlikely of people together, while an ultra-catchy song can lead you to play that track over and over again, no matter the circumstances. Don’t believe us? Check out Spotify’s latest films, both part of a major new marketing campaign from the music streaming company titled, “Love What You Love.”The campaign pays special tribute to Spotify’s ad-supported, free music streaming service and the ability to track down your favorite artists and discover new music. The two spots are designed to feel like movie trailers, with lots of twists and turns. And, of course, there’s a stellar track featured in both.In “Chase Love,” we see a classic film scene play out: An epic, high-speed chase unfolds on screen as a bad guy tries to outrun the cops. Except this Hollywood film-style car chase doesn’t play out the way you might expect it to, all thanks to the one and only Miley Cyrus. Take a look.The second film, “Horror Love,” takes a different approach. This time, the brand puts viewers into an epic horror film with a creepy, haunted doll. While all haunted beings are awoken by something, this doll is provoked to kill and come to life by a certain tune from Camila Cabello. Scary stuff!Spotify handled the creative for the campaign in-house, but partnered with UM Worldwide as its media agency for “Love What You Love.” The two films will start rolling out today through June 21 in the U.S., U.K, Spain, Brazil, Mexico, Colombia, Thailand, Indonesia, Australia, Canada and New Zealand.Of course, the campaign doesn’t stop with the films. Spotify also turned to one of its tried and true mediums, out of home, to spread the message about its free service. While past out-of-home campaigns from the brand have focused heavily on listener data, this latest wave of work, “Match Instantly,” is inspired by dating apps.Some of the billboards focus on specific artists, like Luke Bryan and Demi Lovato. They feature different artist playlists with copy hinting at what people with different personalities are looking for in relationships. For Lovato, the copy reads, “The free app for people who aren’t looking for anything serious,” and is placed next to a shot of the album cover for Lovato’s hit Cool for the Summer.The out of home work will run in eight markets, including the U.S., U.K., Mexico and Brazil.Additionally, as part of the “Match Instantly” component of the campaign, Spotify also created two 15-second spots to show just how good discovering a new song (or rediscovering an old song) can make a person feel. “Meadow” features Sza’s “Drew Barrymore,” while “Car” reminds fans of “Kiss Me” by Sixpence None the Richer. The two short vignettes are also meant to tie-in with the earlier spots, as they all have a nice cinematic quality to them. CREDITS LOVE WHAT YOU LOVE – INTEGRATED Chief Marketing Officer: Seth Farbman VP, Brand and Creative: Jackie Jantos Global Executive Creative Director: Alex Bodman Global Brand Design Director: Rasmus Wangelin Creative Director: Dan Brill, Rajeev Basu Associate Creative Director: Alex Sobiecki Senior Art Director: Tal Midyan, Ellen Pai Art Director: Rainy Fu, Josephine Tansara, Steven Conaway Copywriter: Chris Monk, James Aviaz Director of Integrated Production: Belinda Lopez Senior Producer: Laura Ferguson, Davis Najdecki Producer: Jenna Allchin, Kenzie Tankersley, Gabby Kreutter, Jeong Park Senior Global Brand Director: Alexandra Tanguay Global Brand Director: Christian Navarro Senior Global Brand Manager: Lauren Solomon, Candice Greenberg Global Brand Manager: Payman Kassie, Jonathan Chu Associate Brand Manager: Christine Motch Business Affairs: Lauren King Brand Strategy Director: Zach Pentel Brand Strategist: Nathan Doiev Global Head of Consumer Marketing: June Sauvaget Head of Marketing Strategy & Planning: Neal Gorevic Director, Global Marketing Strategy & Planning: Emmanuel Orssaud Global Consumer Marketing: Hugo Norqvist, Antonieta Moreland Head of Global Media: Scott Marsden Global Media Manager: Kathryn Griffin Media Specialist: Sarah SchleinContinue ReadingPages: 1 2 Adweek Adweek