Market: Hong Kong
Campaign scope: Digital
Background: Fwd Hong Kong would like to tap into the 500,000 Spotify users in Hong Kong and “create more brand awareness among younger audiences”, said a spokesperson from Fwd. Other than advertising on the platform, Fwd aims to connect with its target group through five custom Spotify playlists: “Travelling Companion”, “Ready for the Day”, “Weekend Chillax’’, “Supper Moment’s Picks” and “Chochukmo’s Choices”. Local indie bands lent their names and hand-picked selections of tracks to the latter two playlists.
The campaign on Spotify will be supported with a series of bi-monthly Facebook games until the end of the year. The games will encourage users to share their most memorable travel experiences through multi-media. Prizes include Spotify subscriptions, travel coupons, and annual travel insurance plans from Fwd.
Press release quote: Albert Chan, chief marketing officer, Fwd Hong Kong and Macau: “Fwd Hong Kong’s channel on Spotify is an extension of our innovative “Get ready to live!” brand campaign which celebrates the lives and passions of our customers. We believe the channel will allow us to connect and engage with our key target audience, and facilitate the conversation of music-lovers online.”
Karen De Caux, account director for Spotify Asia: “Fwd is not only Spotify Hong Kong’s first corporate partner from the financial industry, but also our first insurance partner in Asia. We are thrilled Fwd recognises the possibilities of Spotify’s entertainment platform for engaging people with a universally loved medium - music. We believe this will be an interesting way to make insurance more accessible to a new audience.”
Comments: Often the serious psychological associations that come with insurance make it tough to do exciting and creative advertising in the sector. We commend Fwd's effort to use Spotify and Facebook games to engage the “lifestyles” of new generations. We'd be even more impressed to see evidence of how the effort translates into a tangible impact.
Fwd and Spotify Hong Kong