Seed Marketing
 

We’re Here Freshers Tour Bus (Spotify)

 

W H A T   T H E   C L I E N T   S A Y S

“Seed head-up Spotify’s UK student strategy and activation and the results really do speak for themselves. As an agency, they have over-delivered on measurable results and as a team, they have always gone the extra mile. Their extensive knowledge of the Student demographic was clear from the start and as such, they are a pleasure to work with; positive, intuitive and extremely capable”.

Tash Shah | Head of Marketing, UK + Benelux

 

T H E   C H A L L E N G E

In January 2014, Spotify commissioned Seed Marketing to design and implement their student marketing strategy for the year ahead. Following a process of in depth market research, Seed Marketing designed a scheme which was insight driven and designed to deliver against Spotify’s company targets. In order to make a major splash this Freshers – the Spotify We’re Here bus set the sound track for 20 of the UK’s biggest fresher fairs this October.

 

T H E   C A M P A I G N

A localised mass engagement, high impact LED bus tour of the biggest university fresher’s fayres in the UK. The most talked about fresher’s activation of 2014 bringing together product engagement and real life music experiences.

 

The Spotify branded LED bus toured the country, taking over the best spots in fresher’s week. Curated with high impact visuals and hosted by a master of mass participation with programmed performances from some unbelievable artists.

 

Students were able to hang out on the postered up tour bus, write on the walls in UV top deck, submit songs to the DJ through a bespoke microsite and get their hands on some unique branded giveaways.

 

T H E   R E S U L T S

The Spotify student marketing programme has over delivered on its tracked KPI’s and is now being a rolled out on a global scale.

  • Visited 20 University Fresher Fayres within 23 days
  • Directly experienced by 100,000 Freshers
  • c.250 p/d capturing and sharing the experience via their phones
  • 50,000 pieces of merchandise delivered in hand with a key message
  • 60 incredible live sets from Duke
  • 6,523 students submitted a song via spotify.com/here in 20 days.

 

S E R V I C E S

Experiential / Creative