The mobile market is a highly competitive one, where Spark dukes it out with 2degrees and Vodafone. It suffers from high churn, where a proportion of customers regularly switch to follow the best offers in market. For example at the time of launching this campaign, 40% of Spark’s mobile customers churned annually.
In large part this was because telcos generally find it difficult to truly differentiate at a product level. Lower the price of a plan or increase the data allowance to a plan, and Vodafone and 2degrees would match with their equivalent plan in hours. Creating sustainable differentiation was extremely hard at the product level.
Consequently there was lots of excitement internally when Spark first partnered with Spotify, a music …show more content…
Whether it’s about exploring and defining our sense of identity, as a potent trigger for retrieving memories, or a way to shift the mood in a room in a matter of seconds.
We coupled that insight with the benefits of Spotify: the music library is deep and broad, and the features of Spotify Premium (like being ad-free, and able to sync and download across all of your devices with no effort) make it better than any other way to listen to that music.
So music is powerful, and Spotify is the best way to listen to music.
That made the strategy for Spark to emotionally connect with the New Zealand public to increase awareness and appeal of Spotify, and then show there’s no better way to get music than with Spark and Spotify.
Anything is better with music. You feel better with music, you behave better and perform better with music. You exercise better. You can deal with the challenges life throws at you better. With 30 million tracks, Spark and Spotify can make everything better with music.
We launched a national campaign to show that everything is better with
In large part this was because telcos generally find it difficult to truly differentiate at a product level. Lower the price of a plan or increase the data allowance to a plan, and Vodafone and 2degrees would match with their equivalent plan in hours. Creating sustainable differentiation was extremely hard at the product level.
Consequently there was lots of excitement internally when Spark first partnered with Spotify, a music …show more content…
Whether it’s about exploring and defining our sense of identity, as a potent trigger for retrieving memories, or a way to shift the mood in a room in a matter of seconds.
We coupled that insight with the benefits of Spotify: the music library is deep and broad, and the features of Spotify Premium (like being ad-free, and able to sync and download across all of your devices with no effort) make it better than any other way to listen to that music.
So music is powerful, and Spotify is the best way to listen to music.
That made the strategy for Spark to emotionally connect with the New Zealand public to increase awareness and appeal of Spotify, and then show there’s no better way to get music than with Spark and Spotify.
Anything is better with music. You feel better with music, you behave better and perform better with music. You exercise better. You can deal with the challenges life throws at you better. With 30 million tracks, Spark and Spotify can make everything better with music.
We launched a national campaign to show that everything is better with