AUCKLAND, Monday: Spotify, with Ellerslie-based indie media agency Together and Auckland creative/PR shop Anthem, has unveiled a musical partnership with AIA to use the power of streaming “to inspire listeners in taking small steps towards a healthier life”.
The partnership – which aims to serve up a series of tailored health tips that will encourage listeners to undertake small actions in between exercise songs – like stretching or drinking water.
Spotify’s Sydney-based ANZ creative solutions lead 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.”
“The initiative conceived by Together with Anthem aims to help people to take small steps towards healthier living.”
“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.”
The initiative conceived by Together and delivered in collaboration with 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.”
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