Spotify
Making Premium Feel Inevitable
The Brief
Spotify needed to drive Spotify Premium subscriptions in KSA but not through aggressive sales tactics. The ask was simple: make Premium feel like the obvious choice, not a sales pitch.
The Challenge
In a market where free streaming is the default, convincing Saudi audiences to pay for Premium required more than feature lists. It required showing what life without Premium actually feels like in a way that’s funny, relatable, and impossible to ignore.
The Approach
Catchers partnered with two of KSA’s sharpest comedy creators Rana Alkhodari and Lamah Najjar known for turning everyday frustrations into bingeable storytelling.
Instead of traditional product demos, we built scenario led comedy where Spotify ads became characters in real life moments. The creators didn’t sell Premium. They acted out the pain of not having it.
The Work
We turned Spotify ads into the villain literally.
The creative premise was simple but perfect: Rana became the interruption, and Lamah became the person just trying to live her life. Across different everyday scenarios working out, making decisions, getting through the mundane Rana popped up at the worst possible moments, breaking flow, killing focus, draining patience. The comedy wasn’t in the product features. It was in the exhaustion of being interrupted constantly, something everyone who’s ever used free Spotify knows too well. By the end of each scenario, Premium wasn’t being sold. It was being chosen as the only way to make it stop.
The punchline isn’t a tagline. It’s relief.
Beyond content, Catchers brought Rana to Spotify’s Wrapped 2024 event in Riyadh, positioning her as part of the brand’s cultural moment in KSA, not just a campaign face, but a voice in the conversation.
The series closed with saves running at 3x the series average, proof that audiences weren’t just watching. They were holding onto it.
The Impact
The campaign didn’t just perform — it stuck.
By turning ads into the antagonist, Catchers made Premium feel like the ending everyone was already rooting for.
The work proved you don’t need to sell when the scenario does it for you. Comedy that converts. Storytelling that saves. And two creators who made “just get Premium” feel like the smartest decision you never knew you needed.