I’m on K-Pop ON!

When you listen to K-Pop ON! you don’t just turn on the music, you turn on a movement. We want to show that K-Pop fandom is for everyone.

What is this campaign about?

To turn the K-Pop movement On! In SEA (and maybe even globally!)

Getting fans of K-Pop to see Spotify as the ultimate destination for the latest and greatest K-Pop music.

We took the street of Philippines, Indonesia and Thailand and did a street ambush interviews to bring out the diversity of Southeast Asia, focusing on using quick fire questions to show how people of different walks of life come together in one movement.

We turn on the movement among artists and K-Pop fans from all walks of life.

We also bring together K-Pop fans and celebrate their love for K-Pop through K-Pop ON! activation event in each city. 

RESULTS

#ImOnKpopON trended on Twitter at #1
412 Million video views
63 Million social engagements
1.2 Billion impressions
6.6 Million listeners turned on K-Pop ON!

^{Creative Directors: Eirma Webster, Angie Featherstone
Copywriter: Priscilla Liew
Art Director: Christie Susanto}

Street Ambush Interview: K-Pop ON or OFF?

Confession Cards

90 artists joined in and brought outr their inner fans. 

Instead of just posting completed profile cards on Spotify social, we make it more engaging for the K-Pop audience by hiding the artist name on the profile card and letting fans guess who it belongs to, based on the artist’s profile details.

We gave fans their own social confession cards template for them to fill out and express their love for their favourite K-Pop artists on social.

^{Censored cards: Guess the Artist}

^{Censored cards: Guess the Artist}

K-Pop ON and ON!

Relay Playlist Art and Relay Interviews on social and Spotify Platform.

^{Artist Relay: New Jeans}

^{Artist Relay: Xdinary Heroes}

^{Artist Relay: Kep1er}

^{IGS Confession Card 1}

^{IGS Confession Card 2}

^{IGS Confession Card 3}

<sup>K-Pop ON! stickers

K-Pop ON! enamel pins</sup>

<sup>K-Pop ON! photo card


K-Pop ON! pop socket



K-Pop ON! badges</sup>

<sup>K-Pop ON! in Indonesia


K-Pop ON! in Thailand


K-Pop ON! in Phillipines</sup>

OOH

K-Pop ON! sizzle reel