Spotify has just revamped their new Free tier and has decided to do a simultaneous global launch inline with their concept of "Love what you love". The team at Spotify HQ has produced some video content based on data of the most highly played or rated song on their platform to be featured. 

Apart from telling their new users that it was free for them to try, they also needed to educate them on their new UI and features.This would enable their free tier users a more comprehensive listening experience in the hope they have more to look forward to when they upgrade to a Spotify Premium account after trail.

In relation to the song and playlist data by country or region specific, Spotify had to break into some markets, namely Thailand and Indonesia where the brand has little to no presence. Similarly we took data from these markets and made it part of the context in the content we serve the viewers.

So, apart from localizing the content and communicating that Spotify is free, it had to also introduce the brand into the market all over again. 

Putting forth the brand's essence and personality, we manage to inject some interesting take to these two conservative regions in digital films.

Also educating at different touch points about the UI and the things a user can look forward to in the new free tier, we blanketed digital banners and digital out of home media to extend our presence within each market.