Spotify has launched a New Zealand-first partnership with life, health and wellbeing insurer AIA New Zealand, developed by independent media agency Together, that will use the power of streaming to inspire listeners in taking small steps towards a healthier life.
From September, Spotify users in New Zealand are being served with a series of tailored health tips that will encourage listeners to undertake small actions in between songs – like stretching or drinking water.
The partnership will run on Spotify’s platform until the end of October, supporting AIA New Zealand’s campaign to help people live healthier, longer, better lives.
Spotify creative solutions lead ANZ, Matt Bryant, said the platform’s streaming intelligence will provide users with prompts that are relevant to their lifestyle and specific to the moment that they’re in.
“It’s the unique understanding of our audience and their listening context that allows us to deliver the right message, to the right person, at the right time. Through this partnership with AIA New Zealand, we can use Spotify’s audience insights to target users whose previous listening habits signal interest in wellness and fitness.”
Users will be prompted to take healthy breaks while listening across the Spotify platform, as well as being prompted to keep going via AIA New Zealand sponsored Spotify playlists Morning Motivation, Workout Beats and Discover Weekly – which are among the most popular playlist choices selected by users while exercising.
“The role that music plays in motivating positive and active behaviours is undeniable, so we hope the partnership will inspire our listeners to continue, or begin, living a well-rounded life,” Matt said.
The initiative, conceived by Together and delivered in collaboration with contemporary communications and marketing agency Anthem, which led the creative, is designed to make it as easy as possible for people to take small steps towards healthier living.
Together managing partner Rufus Chuter said: “We know that many people want to live a little healthier, but change can feel hard. By working with Spotify we’ve been able to weave simple prompts into daily listening routines, making it easy to take small steps forward.
“Thanks to their understanding of listening habits we can also motivate people who have started but are struggling to maintain new healthy behaviours. We’re really excited to be working with Spotify in this way.”
AIA New Zealand CEO Nick Stanhope said: “We’re on a mission to help New Zealanders live healthier, longer, better lives. We’re delighted to be working with our partners and Spotify on this New Zealand-first campaign to bring our important health and wellbeing messages to Kiwis.”
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