Sound never sounded this good. My team launched Amazon Music HD, the first major streaming service to offer studio-quality audio. The campaign hit its 30-day subscription target in 5 days.
Our challenge was positioning lossless audio quality as worth paying for in a market dominated by “good enough” audio from Spotify and Apple Music.
Our answer: showcase artists sharing with their fans that they could finally listen to music as intended: rich, deep, and clear.
We built an integrated campaign across digital, OOH, and retail partnerships that made "HD" mean something to listeners who'd never thought about audio quality before.
Even Neil Young, who spent 20 years fighting for higher audio quality, proclaimed: "This will be the biggest thing to happen to music since the introduction of digital audio 40 years ago."
The work established category-defining premium positioning and proved that subscription creative could drive conversions 6x faster than projected.
My team’s global effort not only landed high praise from artists and the press, in less than a week we hosted the most HD listeners of any streaming service.
ACD/AD: Ellie Toomb