IDentitasku

Being a global brand, Spotify was perceived to carry only foreign music. How can we change that perception? How do we prove that Spotify gets Indonesians and their culture? By leveraging on the one thing that unites Indonesians – National Pride. And creating IDentitasku which means “My Identity” in Bahasa Indonesia, where we play on the abbreviation for Indonesia (ID) and the local word “identitas” (identity).

‘IDentitasku’ celebrated the unique sounds and diversity of music from different Indonesian cities.

First ‘Suara Dari Indonesia’ (‘Songs from Indonesia’) playlists appeared in the Musik Indonesia hub, where users could browse curated music from specific regions. Six Spotify IDentitasku artists became the faces of our integrated campaign.

This brand platform celebrates Indonesian identities through music, and at the same time showcases the wide range of Indonesian music and artists. This massive campaign covers online films, OOH, social content, artist and influencer collaborations, experiential event, and a partnership with The Indonesia Next Big Star – a huge singing competition on Indonesia’s largest TV network.


RESULTS

‘IDentitasku’ ignited Indonesian pride and had a profound impact on Spotify’s business.

Over 140 million views on TikTok

Featured on multiple local news media

Bronze Award for ‘Best Localisation of a Global Brand’ and ‘Best use of TV and Cinema’ at Festival of Media APAC Awards

Perception of Spotify being a “Brand for me” grew a massive 17% nationally (+56%), including in cities outside of Jakarta.

We galvanized Indonesian music fans to try Spotify with user numbers growing by 21% and traffic drivers across online and offline channels causing a spike in usage (+231%).

There were 18.7 million streams of Indonesian Next Big Star – which was 46 times higher than established franchises like Indonesia’s Got Talent – that led to a 51% increase in ‘Top of Mind Recall’ for Spotify.

Conversations around Spotify shot up by 140%, with a reach of 52 million.

And we had 1 billion impressions for paid social and online videos – 296% above target.

The campaign was such a success that Spotify & MNC have confirmed Season 2 next year, cementing a long-term localization of Spotify’s global brand.


^{Creative Directors: Eirma Webster, Angie Featherstone
Copywriter: Gwendelyn Gomez
Art Director: Jaron Ngoh, Christie Susanto
Production Company: Maha Pictures}

Each artist had their own set of key visuals inspired by iconic symbols of their home cities.

Artist Interview

Giving locals the stage to express their very own Indonesian identities.

<sup>Hindia, Jakarta


Yura Yunita, West Java


Ngandarboy Genk, Yogyakarta


Stevan Pasaribu, North Sumatra


Sal Priadi, East Java


Woro Widawati, Central Java</sup>

lDentitasku sizzle reel

The Indonesian Next Big Star

We positioned Spotify as the #1 supporter of grassroots talent, partnering with Indonesia’s largest media network to co-create Indonesia’s new talent search show - “Indonesian Next Big Star”.

We used Spotify’s global credibility to completely revamp the format to attract Gen-Z, including three local judges and two K-POP idols.

Over 13 episodes, IDentitasku stars mentored 60 contestants, with performances featured on Spotify's bespoke ‘Next Big Star’ playlist.

Our exclusive 360 integration within Indonesian Next Big Star gave local artists and fans a voice for regional identities.

Finally, we helped fans express local pride via Spotify. We conducted interviews and played backstage games with contestants , focusing on local city narratives, and fan tweets were surfaced on DOOH billboards in the cities.