Campaign Summary
The Philippines has the longest Christmas in the world, where Christmas songs are played beginning September 1. And for 30 years, "Christmas In Our Hearts" by local balladeer Jose Mari Chan, has been the most overplayed holiday tune, popularised by local DJs since the 90s.
Recognising the integral role of music during this season and the opportunity to push for music discovery, Spotify launched the Spotify Holiday Hub that housed 30 holiday playlists. Tapping on the local radio DJs to promote the Holiday Hub, the campaign was able utilize these influential sustainers of tradition as conduits of change...