Light & Free is joining forces with Spotify UK for a year-long partnership to build strong connections between the Greek-style yoghurt brand and a music-loving audience.
Spotify has partnered with Light & Free to offer unique music prizes throughout 2017 where a small group of winners will see their favourite top-tier artists perform. These unplugged sessions will give fans a chance to watch their favourite artists up close in uniquely designed spaces.
Francois Brugiere, Marketing Manager at Danone Dairies, says: “Entering into the world of music is an innovative way for us to bring the feeling of ‘Light & Free’ to our audience. With this partnership, we are able to give something back to audiences not only through content and music but also in terms of delivering unique experiences that money can’t buy.”
Light & Free, which entered the UK with music at its core through a launch campaign featuring the Labrinth track ‘Express Yourself’, will partner with Spotify and eight lifestyle-focused social media influencers to reach young people who use music as a way of taking time out from their stressful lives.
Based around a series of unique music experiences and Spotify playlists, the activity, run in collaboration with MEC Wavemaker, breaks on February 1st 2017 and will run throughout 2017. The visual identity was created in partnership with fellow WPP agency, Wunderman UK.
Each artist will be announced on Spotify via homepage takeovers and audio ads as the competitions begin. The first artist will be announced on February 20th. In addition, Light & Free, Spotify, and their social influencer friends will create exclusive playlists that express different shades of enjoying “feeling Light & Free.” Light & Free will also be one of the first brands to use Spotify’s innovative Branded Moments ad unit.
Danny Weitzkorn, a director at MEC Wavemaker, adds: “The Spotify partnership is an exciting opportunity to reach the Light & Free audience through one of its main passion points, music.”
Chris Forrester, Country Manager at Spotify, comments: “In the past few years, Spotify has witnessed a huge consumer trend towards moment-based music listening. In being the first brand to run a UK-based campaign around Spotify’s ‘Chill’ music moment, Light & Free has created the perfect opportunity to bring the brand attributes of Light & Free to an audience of relaxed and engaged music fans.”