Spotify has run its first TV advertising campaign in the U.K.

The Stockholm- and London-based streaming service promoted its free ad-funded offer from Sept. 18 to Sept. 30 via digital TV channels ITV1, ITV2 and ITV4. The advertising run included a prime spot during the Champions' League soccer tournament.

The advert was created by Swedish design agency Identity Works and Royale.

"We've not spent money on marketing by and large," says GM Jonathan Forster. "I think the secret about Spotify is that it's a simple product that people get and they enjoy."

Spotify is celebrating reaching 10 million users in Europe tonight (Sept. 30) with an invite-only party at London's Koko featuring Imelda May and Liam Bailey.

"It is a good milestone to reach and it proves that people have taken to the product," Forster adds.

The free service, which launched in February 2009 in the U.K, is available in Sweden, Norway, Finland, the U.K., France, Spain and the Netherlands. Premium ad-free versions are also available.