Advertiser: Spotify Brand: Spotify Creative Agency: - Credits: -
With K-pop favourite BTS launching their new album ‘LoveYourself:Her’, Spotify sensed an opportunity to build affinity with the teeming K-pop groupies in Malaysia.
Insight, Strategy and the Idea
For K-pop smitten fans, BTS stood for music with a purpose not just bubbly pop to jam to. Being the most tweeted band globally was proof of the colossal hysteria and adulation that BTS commanded. The launch of ‘LoveYourself:Her’album in Korea was certain to witness yet another fan outpouring. Unfortunately, Malaysian fans were geographically distanced from the excitement of the launch. Spotify, staying true to connecting people and music, chose to bring to Malaysia the same excitement and dopamine that the launch would deliver in Korea – virtually. Introducing the first ever album launch streamed live on out-of-home media.
A week prior to the launch, we targeted BTS fans online via facebook invites, inviting them to the album launch right here at Pavillion, also sparking a conversation frenzy on social media. We took over the Pavilion Elite Digital Out-of-Home Screen on the day of the launch. 30mins before the actual launch in Korea, we initiated a countdown timer building-up excitement. In sync with the launch in Korea, we live streamed the launch extravaganza including the band members sharing special messages. Within minutes, with fan chants & screams Pavillion transformed into BTS fan paradise. The on ground excitement was transported to digital through Spotify’ social handles. The first ever 2 hour long Digital out-of-home stunt was the BTS fan’s wish granted.
Results and Effectiveness
The streets of KL were reverberating with fan chants. Within 2 hours of the out-of-home stunt, the volume of Spotify conversations grew by 12% – a feat last accomplished through a 1 month influencer campaign. At a location that normally receives 10,000 traffic, our stunt ushered in 55,000. Spotify had smashed it to the tune!