30-06-2025
Spotify highlights data challenges in Egypt in latest campaign
For many people in Egypt, music is part of the daily routine – whether you're on the move, waiting your turn, or trying to tune out the noise. But when mobile data runs low, even listening to your favourite songs can feel like a trade-off. Spotify has introduced a data saver feature designed to reduce data usage by up to 90 per cent while listening to music.
To inform users about this option, Spotify ran a campaign in Egypt with the message: keep your music, save your data.
'Mobile data is expensive, and for many users, that makes streaming music feel like a luxury. Our goal was to challenge that perception by spotlighting a feature designed to break that barrier,' says Umar Achraf, Spotify's Marketing Manager – Egypt.
He adds, 'This campaign aimed to raise awareness around the feature – making music streaming easier, more convenient, and always within reach.'
Everyday moments, familiar feelings
The campaign centres on everyday moments that many people will find familiar – when your data is running out and suddenly everything around you feels louder, busier, and more distracting. These scenes are brought to life through two locally inspired TVCs.
The six-week nationwide campaign features a 360° media rollout across Egypt, including TV commercials with local relevance, billboards lining Cairo's busiest streets, metro station takeovers, Spotify-branded buses, radio, digital, and social media amplification to reach users wherever they are.
'From billboards and buses to in-app integrations, this was a truly 360° campaign designed to meet people wherever they are,' says Achraf.
Beyond the TVCs, the campaign extended across social media, radio, out-of-home, and influencer activations. It featured local artists and curated playlists, all designed to show how music streaming fits seamlessly into people's daily routines even when data is limited but the need for good music isn't.
'We teamed up with 13 TikTok creators who brought humour, energy, and relatability. From skits about running out of data to creative challenges, their content made Data Saver feel like a must-have, not just a feature,' says Umar Achraf, Spotify's Marketing Manager – Egypt.
In both scenarios, the listener enjoying music gets a data usage warning, and finds themselves overwhelmed by their surroundings. Using they data saver feature, they are able to resume listening to music – bringing a bit of calm back.
By meeting people in the moments that matter, the data saver feature supports the demand for accessible music.
The campaign results will be measured using a mix of brand and product performance indicators, including growth in Monthly Active Users (MAUs), improvements in top-of-mind awareness and consideration, and video completion rates on key social platforms.
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