Spotify is closing out the decade with its new multi-channel 'Wrapped' campaign looking at how people in Southeast Asia listened to music during the 2010s. The work will run until the end of the month across OOH, digital, social, TV and mall activations in select markets in Indonesia, Thailand and the Philippines.
Similar December TVCs in each market shows a music fan in her room singing along earlier versions of herself across three different stages of life in the past deade. The Filipino video, for instance (see above), features the nostalgic tune “Kilometro” by Sarah Geronimo a song which Spotify says "soundtracked the lives of fans throughout a decade." The video has already garnered about 1 million hits on YouTube in its first week.
The Indonesian TVC similarly features another nostalgic favourite, “I Heart You” by Sm@Sh while the Thai version includes the viral track “รักติดไซเรน” from the hit drama "รักฉุดใจนายฉุกเฉิน" following a music listener’s journey through different moments of 2019.
Each market also features short 'data story' videos for social media featuring Asian artists of all genres. Examples here include the evening popularity of the Kopikustik playlist in Indonesia or the overwhelming tendency to stream original Pinoy music luminary Jose Mari Chan between September into the holiday season in December (video above).
A digital out of home billboard at Bangkok's Siam Square skytrain entrance will feature data nuggets from several artists like the more than 304 million streams of K-pop superband, BTS (below)
Meanwhile weekend activations at shopping malls in Manila and Jakarta are meant to bring fans closer to their favourite Spotify artists. In Manila, users will share their personal Wrapped data on social media and will be able to print out a key data point onto a customised tote bag while Jakarta will hold lip-syncing, dance-alongs and photo challenges tied to popular K-pop groups.
"Our annual Wrapped campaign uses Spotify’s data and insights to celebrate the quirky and wonderful ways people have listened to their favourite music and podcasts throughout the year and decade,” said Jan-Paul Jeffrey, Spotify’s Head of Marketing, Southeast Asia. “In Southeast Asia, we’ve created a campaign that highlights country-specific data stories that have shaped the region’s culture."