Spotify’s Wrapped marketing campaign is live in Southeast Asia and it’s better than ever. An annual end of year staple, Spotify takes a celebratory look at the year in music and culture through the lens of how people stream on the platform. This year, the campaign is not just looking back at a single year; it’s digging into the past decade (10 years) of music and podcasts and their impact on culture around the world.
The campaign will be live across OOH, digital, social and TV in Indonesia, Thailand and the Philippines through the end of the year. The campaign will feature dozens of artists including K-Pop sensation BTS, Indonesian singer-songwriter Andmesh, OPM veteran Jose Mari Chan, Thai rapper F.HERO and more.
“As the most popular global audio streaming service with 248m users worldwide, 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. Beyond the creatives, we have built exciting market-specific activations in Jakarta and Manila with the aim to bring the Spotify experience to life”.
Some of the Southeast Asia data highlights from the Wrapped campaign include:
Streams of Jose Mari Chan over the years since 2014:
January – August: 6,236,453
September – December: 27,836,311Did you know? The Philippines is one of the first few countries globally to stream Christmas music seriously on Spotify, starting as early as September with local veteran singer Jose Mari Chan’s music ringing in the start of what is otherwise known as the Ber Months
Since 2015, the Hugot playlist has been streamed over 313,783,522 times. Hinugot mo na ang lahat. Nagtira ka pa ba sa sarili mo?
“Boy With Luv” by BTS has been streamed over 304,692,536 times in 2019. Guess you could say we luv it
In the Philippines, Spotify will run a TVC across December that centers around a nostalgic favourite “Kilometro” by Sarah Geronimo, spotlighting it as the song that soundtracked the lives of fans throughout a decade. The creative shows a music fan across three different stages of life, while the song plays across each phase.
To reach fans across Manila, Spotify will take the campaign into the malls with a design-your-own tote bag activation. Offering fans the chance to bring their Spotify Wrapped data to life, the activation requires Spotify users to share their Wrapped data on social media, and in return, have a key data point printed on their own-design tote bag. The activation takes place at Greenbelt 5 (14 to 15th Dec) and Trinoma (21st to 22nd Dec) malls. Head over to the Facebook event page for more details.
