Spotify: A new soundtrack for the longest Christmas in the world

Music streaming service Spotify used a radio roadblock and Facebook to leverage the cultural activity of the Ber Months in the Philippines, to drive consideration and strengthen its equity around 'discovery'.

Campaign details

Brand: SpotifyBrand owner: SpotifyAgency: TBWA\ManilaMarket: PhilippinesIndustries: Websites, online services & appsMedia channels: Online video, Outdoor, out-of-home, Radio & audio, Social mediaBudget: Up to 500k

Executive summary

The Philippines has the longest Christmas in the world, where Christmas songs are played from 1 September. And for 30 years, Christmas In Our Hearts by local balladeer Jose Mari Chan, has been the most overplayed holiday tune, popularised by local DJs since the 90s.

Recognising the integral role of music during this season and the opportunity...

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