Goal:
Drive upgrades to Spotify Premium Lite by showcasing its core benefits—ad-free listening, offline playlists, playback flexibility, and affordability. The spotlight is on the 2 months for the price of 1 offer for new users.

The ultimate aim:
position Premium Lite as an essential, budget-friendly upgrade for everyday listening.User-centric messaging:
The focus is on solving real-life challenges like ads interrupting playlists, limited playback control, or lack of Wi-Fi, while positioning Premium Lite as an easy, budget-friendly way to enjoy music. Content will focus on building an understanding of what Premium Lite offers, while consistently reinforcing its price and benefits.

Visual Direction — Magical Realism:
Blending reality with fantastical elements.

Honest and balanced tone:

The campaign maintains Spotify’s conversational voice while being transparent about Premium Lite’s trade-offs—simplified audio quality and mobile-only access. Positioning the plan as the perfect affordable option for everyday listening without overselling it.
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