With stiff local competition, Indonesians were under the impression that Spotify only carried foreign music. How do we make Indonesians feel like Spotify is for them? We had to prove that the global streaming giant goes beyond foreign music, and that it understands local culture, local music and local pride.
So we created a brand platform called IDentitasku - it’s a local play on words, and carries the abbreviation for “Indonesia” while meaning “My Identity”. This expression not only became a hub on Spotify to showcase the breathtaking diversity of Indonesian music and artists, it also became a statement Indonesians could actually say and own.
Together with our clients and agency partners, we launched a mammoth integrated campaign, covering online films, OOH, social content, artist and influencer collaborations, an experiential event, and a partnership with Indonesia’s largest TV network.
The results has been nothing short of encouraging and the case study encapsulates what we’ve achieved (so far).
Role: Creative Director