Summer Campaign
July 2025
Our first-ever 3-month free trial offer, delivering double the expected impact worldwide
Introduction
From July 1st to 15th, 2025, Qobuz took an unprecedented step: launching a 3-month free trial, the longest in our history. Until then, our maximum trial period had been two months, but with competition offering extended trials, we saw an opportunity to make a bold seasonal push.
The goal was ambitious: significantly increase trial starts worldwide during one of the quietest periods in the music industry calendar. The outcome exceeded all expectations, achieving twice the planned impact in just two weeks and showing that a well-timed, culturally attuned offer could break through even during low-activity months.
From Idea to Execution
The Challenge
Summer can be a slow season for music streaming, fewer high-profile album releases and less natural buzz to fuel campaigns. To succeed, we needed both an offer compelling enough to stand out and creative tailored for a global audience.
The campaign required regionally tailored visuals that reflected local culture and audience preferences, while maintaining a consistent Qobuz brand identity across all markets. Balancing this level of customization with a short launch window added significant complexity.
Execution
The campaign went live simultaneously in 26 countries, using all key digital channels and a full mix of formats. Visuals were localized to resonate with each audience while reinforcing the premium identity of Qobuz. Messaging focused on the exceptional nature of the offer, a full season of high-quality music streaming, free, as an irresistible summer experience.
Speed was essential: unlike other launches, there was no A/B testing phase. Creatives went live globally from day one, supported by sticky bars, pop-ups, and a dedicated landing page in every language.
My contribution
I was closely involved in the campaign rollout, working alongside my manager to coordinate with our agencies and internal teams. This included overseeing the creation, validation, and localization of all visuals and messaging, ensuring they were correctly adapted for each market.
I worked with our media agencies to ensure the campaign was deployed across all relevant acquisition channels, verifying that assets were live, properly localized, and consistent with our brand standards.
*Summer Campaign Landing Page
*Summer Campaign Stickybar
This campaign proved that even in a traditionally quiet season, a bold, well-crafted offer can outperform expectations, especially when combined with a globally coordinated, culturally adapted execution.
Conclusion
This was a milestone summer activation for Qobuz: our first campaign offering a 3-month free trial. In just two weeks, it achieved twice the projected sign-up rate, proving that a bold, time-limited offer could cut through even during the quietest months of the music calendar. Beyond acquisition, the campaign demonstrated that regionally tailored creative, combined with a coordinated global rollout, can elevate engagement and strengthen brand presence worldwide.