Spotify on why it’s launching its first UK brand campaign now

Awareness for Spotify as a music streaming service may be high but it no longer sees itself as just that and is launching its first brand campaign in the UK to prove it.
Outdoor, digital and social are running this month to get that point across, each one working to elicit an emotional response from new and old customers.
Getting that kind of reaction is something the business hasn’t tried in the UK, though now is arguably the right time given the bulk of its sales last year came from