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.
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.
Spotify marketing director for ANZ Serena Leith said: “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.”
The Royals managing partner Dan Beaumont added: “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.