As the most diverse generation to date, Gen Z values different perspectives and honest debate. They're big on thinking deep and are known to be very curious, holding high values in understanding culture and bettering themselves. Tidal wanted to create a campaign to help Gen Z feel understood, and research shows that the most searched term for music in 2024 was “sad”.
It turns out that music serves listeners as an effort to understand their personal identity. So what if people had a way to understand self love better through music?
The 'Listen to love' campaign, featuring Tidal’s users who created playlists with their favorite love songs to embrace the many forms of love, and to showcase that they all can find answers through the confines of the songs.
Listen to love campaign
OOH: TIDAL Spotlight
Billboards across the popular cities where listeners stream such as Chicago, New York and Los Angeles.
QR codes will take listeners to the 'love' playlist of a fellow TIDAL user, creating a fun guessing game of what listener will get put on the spot over their listening session next, prompting listeners to share.
Scan for a surprise!
Social media:
Starting from the month of August 2024 until September 2024 Share your TIDAL spotlight stats on how long you listened to each and every artist with your social platforms, through the TIDAL playlist last.fm feature (TIDALs audio tracking). Every single share rewards listeners with a FREE version of the songs listened to recently in HiFi, the highest sound quality TIDAL offers.
Additionally 500 TIDAL subscribers will be selected for tickets to see Drake, SZA and Taylor Swift — who are among some of TIDALS top artists currently, live.
All TIDAL subscribers will still have exclusive members only access to see Taylor swift, SZA, and Drake live streamed.
Setup Last.fm to manage your stats then share them!
Radio Ad:
Power 105.1 AD promoting the concert and TIDAL experience.
