SINGAPORE — Global leading audio platform Spotify has released its latest ATL campaign in Thailand with lead agencies Juice Network and TBWA\ Thailand, positioning the platform’s power in an unmatched music experience. Through its playlists feature and ecosystem, listeners can curate, discover, and share playlists as a way to connect with every emotion, mood, and occasion.
“In Thailand, Spotify has become more than just a music streaming platform but a reflection of Thai Gen Z’s vibrant and expressive culture. With Spotify’s community-driven approach combined with data-driven personalization, it allows users to create and share their own playlists, fostering a vibrant and engaged community where users can connect, discover, and share their unique musical tastes with others,” said Jan-Paul Jeffrey, Head of Marketing Asia at Spotify.
The two brand films showcase how Spotify is entwined in the daily lives of Thai youth, another reminder that Spotify is more than a music streaming platform. Whether it is a surprising encounter with your boss on a ‘sick day’ or catching a glimpse of your crush on the subway, there is always a playlist on Spotify, which will express it best.
As part of its mission in unlocking the potential of human creativity, Spotify partnered with T-Pop sensations MILLI and Jeff Satur to further spotlight their music play as a soundtrack to many listeners’ daily lives:
“There’s over a billion ‘user-generated’ playlists In Thailand. These playlists have become a powerful tool for Gen Zs to express themselves and connect with their friends. We wanted to show how Spotify has revolutionized the way Thai Gen Zs listen and engage with music,” said Gustavo Figueiredo, Group Creative Director at JUICE Network.
“Thai Gen Zs are masters of turning everyday drama into epic narratives. From missed messages to unshared snacks, they tell hidden gems of stories in the smallest of things, that very much makes up our everyday lives. This was the inspiration behind our creative idea, to make the films as relatable as a playlist which Thai Gen Zs can find on Spotify,” added Veradis Vinyaratn, Chairman at TBWA\ Thailand.
The brand films will bring a layer of fun and excitement to commuters across Thailand with OOH placements all over the city such as Train Wrap (Silom and Sukhumvit line), Parc Paragon, and Interchange 21.
CREDITS:
Juice Network
TBWA\ Thailand
SixToes (Agency Production Company)
Factory01 (Production Company)
Publicis OneVibe (Media Agency)
Goodstuph (Social Agency)
Vero (KOL Agency)
NeoBunglon (Animation Production Company)
