Spotify has launched a campaign in Southeast Asia focusing on the plethora of built-in features for the free version of its app. Created for audiences in Indonesia, the Philippines and Thailand, the campaign will be live across digital and social, with creative execution guiding users through simple ways to make the most of the world’s largest audio streaming app at zero cost.
To drive awareness of Spotify’s free offering, the campaign demonstrates how using the ‘Search’ and ‘Browse’ features on the app can open up a world of audio-content possibilities with Spotify’s more than 50 million tracks and one million podcast titles. It also explores moments that Spotify can enhance from cooking or working-out to gaming or needing that K-Pop fix.
Other features of Spotify’s Free offering include:
- Radio. Pick an artist and hit ‘Radio’ – Spotify automatically plays songs by that artist and those similar
- Playlist Extender. When users start making their own playlists, Spotify suggests other songs users might like, based on their listening behaviour
- On-Demand playlists. Select playlists that can be played in any order with the ability to skip tracks
- Spotify Connect. Connect easily to speakers, laptops, gaming consoles and more at home via wi-fi by viewing the “devices available” option.
“With so much content available on Spotify, knowing where to start can be daunting. This campaign helps take users back to basics and shows them all the benefits of using Spotify to discover great music and podcasts for free,” said Jan-Paul Jeffrey, Head of Marketing, SEA at Spotify. “I personally love using the Radio feature when there is a particular artist I am in the mood for. And Spotify Connect has been keeping my music and podcasts playing whether I am in the living room listening through my speakers or working out using my phone.”
Spotify has teamed up with local content creators to demonstrate how these features bring the right audio into different parts of their day. Over the coming weeks, Indonesian creators Arnold Poernomo; GadgetIn; Jennifer Bachdim; Jerome Polin; from the Philippines Alodia Gosengfiao; mimiyuuuh; Gretchen Ho; Judy Ann’s Kitchen; as well as creators Bebe, IT Mild, Kayavine and NATTY from Thailand will take to their social media channels to demonstrate and share how they’re soundtracking their days with their favourite audio on Spotify.
The campaign will be live until the end of June.