Performance comms with a twist
Spotify wanted to promote their sign-up offer for 3 months of free music. But they also wanted to stand their ground against Apple's App Store policies.
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Spotify launched a “censored” campaign in the UK to highlight restrictions that Apple has on in-app payments and promotions. The campaign deliberately blocked out information about a free three-month trial for the premium plan. This was accompanied by an explanation of the limitations currently imposed by Apple on its App Store around showing deals to users. This was part of a larger effort by Spotify to stop “anti-competitive” practices by Apple and promote a fairer digital market. All in all, it's technically a piece of performance comms (focusing on a sign-up offer) that does some important brand work at the same time.
The work