Juice Network and TBWA\Thailand demonstrate how Spotify is in the daily lives of young Thais

September 24 2024, 11:06 am | BY Adam Shaw | No Comments

Spotify releases 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.

 

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.

“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 Marketing Asia at Spotify


“There’s over a billion ‘user-generated’ playlists In Thailand. These playlists have become a powerful tool for GenZ’s to express themselves and connect with their friends. We wanted to show how Spotify has revolutionized the way Thai Gen Z listen and engage with music,” said Gustavo Figueiredo, Group Creative Director, 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” said Veradis Vinyaratn, Chairman, TBWA\ Thailand.

From now, 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)