Spotify Premium has appointed independent creative marketing and design firm ‿And Us Dubai as their creative agency for its integrated 2021 MENA campaign.
The agency worked closely with Spotify and its Premium team to devise and deliver a new marketing campaign called #ShowYourPremium that raises awareness of their Premium offering across multiple segments of their MENA audience.
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The multi-channel campaign seeks to capture the zeitgeist of the region’s burgeoning Gen Z crowd, celebrating how individuality and self-expression may be manifested through what they are listening to on Spotify Premium’s mammoth library of Western and Arabic music.
Spotify launched its Middle East and North Africa service in 13 markets in November 2018, featuring locally curated content and over 70 million songs from around the world.
Souraya Atallah, growth/conversion manager at Spotify said, “At Spotify we’re always looking to speak to our audience in a manner that is heartfelt, authentic and true to their unique lived experiences. Authenticity is at the core of everything we do. The ‿ And Us work resonated with us because it demonstrated an innate understanding of not just our platform and our audience, but also how to create relevant communications and content in an emotionally engaging way. We are excited to partner with ‿ And Us on this campaign”.
Fadi Yaish, founder and chief creative officer of ‿And Us, said, “#ShowYourPremium isn’t just a celebration of Spotify’s music library, but of the people who listen to it. Nowadays the kinds of music people listen to is a badge of honour. Much like a fingerprint or signature, your playlist can be a unique identifier that defines who you are. Right now our MENA Gen Z audience is in the process of redefining their identities and forging a new path forward that is entirely unique and entirely their own. Spotify is undoubtedly the best way to experience the best in local and international music, and we look forward to collaborating with them and bringing a whole new audience into the Spotify fold.”