New Spotify campaign drawing more Australian students

Spotify Australia has launched a campaign to draw more students to its Premium for Students tier.

The campaign, run with creative agency The Royals, rolls out across CRM, digital and social, and uses existing users to bring more in.

It has set up an exclusive online Spotify Student Premium Store stocked with all the important things essential for students  – festival tickets, music-themed experiences, music merch, and the latest tech and fashion items.

Those who sign up other students get credits to purchase the items.

Spotify marketing director for ANZ Serena Leith said: “The Premium for Students offering takes a deft touch to communicate clearly to our student constituents, and our brief reflected the complexity and nuance required to deliver a unique campaign approach.”

In Australia, as in overseas, college students are streaming entertainment more than any other age group.

But this group is also the most problematic for streaming services.

Three years ago, a survey by the University of Georgia found that US students were rapidly abandoning full price Spotify accounts.

Some were permanently exiting the Swede because it was too expensive.

As a result, Spotify has been particularly sensitive to how cash-strapped this demographic is, and offering them $4.99 deals, as an alternative to the monthly $9.99.

Last month, the service offered college students a $4.99 Premium bundle that included Showtime and Hulu.