Student Offer Launch
October 2024
Opening the doors of high-quality music streaming to the next generation of listeners.
Introduction
On October 1st, 2024, Qobuz took an important step: launching our very first Student Offer subscription. For years, our audience had been dominated by older, more established listeners, the kind of people who invest in high-resolution audio equipment and value in-depth editorial content. But this left a gap: Gen Z music lovers, who are building their brand loyalties now and expect student pricing as standard, had nowhere to turn in our ecosystem.
The mission was clear: make Qobuz accessible to students without losing the premium identity that defines us. This meant more than just applying a discount, it was about creating a message and visual identity that spoke directly to younger listeners, while still embodying the quality and authenticity that make Qobuz unique.
From Idea to Execution
The Challenge
Launching in 26 countries at once meant dealing an incredible level of complexity: multiple languages, dozens of currencies, and an enormous volume of creative assets. In total, we worked with more than 1.000 different visual variations, four base image types, multiple copy adaptations, and specific localized versions for each market.
Every asset needed to be correct, on brand, and ready to go. When even a small mistake occurred, it set off a chain of collaboration with designers, managers, and country teams to fix and re-release. Coordinating this process on a global scale, while ensuring a flawless rollout, was the true test of this campaign.
Finding What Works
We ran extensive A/B testing in key markets to understand what resonated most with students. All our visuals featured young people in study-related scenes, classrooms, outdoor campus areas, or relaxed moments with headphones, but one stood out above all others: the girl in orance, vibrant colors, headphones on her ears.
It was the perfect balance of energy, authenticity, and lifestyle appeal. This visual consistently outperformed the rest, proving that the right image can bridge the gap between a premium music brand and a younger audience without compromising either identity.
My contribution
I played a key role in the campaign’s implementation from start to finish. This meant being the link between creative teams, agencies, and internal managers, ensuring that every single asset made it live on time and in the right format. I sent all final visuals to agencies for publication, checked that campaigns were launched correctly, and added sticky bars to our website to make the offer visible to new visitors.
To support our partnerships, I created a dedicated landing page for our partners to promote the offer, designed and sent an announcement email to our affiliate network, and uploaded all creatives to our affiliation platforms. This way, the Student Offer didn’t just live in ads, it lived across every Qobuz touchpoint.
The Student Offer rollout quickly gained traction, with particularly strong performance in France, Germany the US, and the UK. While the campaign is ongoing, early results show that pairing a strong financial incentive with culturally relevant, authentic visuals can capture a younger audience without diluting brand prestige.
Impact
Results
Conclusion
This campaign proved that reaching Gen Z isn’t about changing who you are as a brand, it’s about translating your value into their language, through visuals, timing, and the right offer.
