Who ↘

Spotify

Wot ↘

Listen Like You Used To

Why ↘

Spotify is for the likes of Stormzy and Billie Eilish, isn’t it? We wanted Gen Z on board. Knowing that musical tastes don’t change, we spoke through the likes of The Clash and UB40 instead and we invited a new audience to Listen Like They Used To. 

The U.K. wide multi-media campaign reached 65% of the target market, boosted consideration by 5% and grew the audience by 10%, finally getting Gen Z on Spotify.