Spotify - Premium Family Plan

Our country is painfully subscription-averse, making it tough to make an individual pay for an app. 

But we’re slightly more inclined towards subscriptions when we do it as a unit. Case in point – Netflix, Amazon Prime and other OTTs. One family member subscribes and four more enjoy the benefits. 

Spotify’s Premium Family Plan was conceived along the same lines. 

Writing an ad for this was tricky for the many guidelines laid down by the brand, like – 

The ad should 

• Have an ‘evangelist’ – a single family member who convinces the rest to join her plan.

• Have the evangelist in every frame. 

• Convey that everyone’s choice is being catered to, regardless of age. 

• Convey that each family member can use their own device for listening to music. 

• Have a music-related central conflict, solved by the plan. 

How do you do this?

I solved it by creating a situation where the entire family was holed up together, their music choices at loggerheads and Spotify Premium Family Plan coming to the rescue.