| Title | HTC MOOD PLAYER |
| Brand | SAPIENTNITRO |
| Product/Service | HTC |
| Category |
B01. Mobile Websites |
|
Entrant
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SAPIENTNITRO London, UNITED KINGDOM
|
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Idea Creation
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SAPIENTNITRO London, UNITED KINGDOM
|
Credits
| Mark Hunter |
SapientNitro |
ECD |
| Andre Hull |
SapientNitro |
CD |
| Dan Eagles |
SapientNitro |
Producer |
| Adam Hosfal |
SapientNitro |
SAD |
| Sarah Burns |
SapientNitro |
Project Manager |
The Campaign
CREATIVE IDEA: ‘More You’. We launched the ‘more you’ concept with a thru-the-line campaign. But the real challenge was how to demonstrate the phone’s personalisation capabilities in a way that was genuinely useful.
A collaboration between HTC and Spotify provided the answer.
Oversupply of music has made it harder than ever to decide what to listen to. There’s too much choice.
But what if your phone could tell you exactly what music you were in the mood for at any given time?
Enter the HTC Mood Player.
Take or upload a selfie, and get a Spotify playlist to match your mood.
Facial recognition technology scans nine key indicator points to detect whether you’re happy or sad, cool or angry, relaxed or stressed.
The app then uses this data to generate a playlist that provides the perfect vibe for how you’re feeling.
Creative Execution
Feeling sad? Choose to wallow in the suggested musical misery or turn your mood around by hitting the ‘Play my happy playlist button. You can even play around with your mood data to hear how it affects the results, then share your playlist with friends.
By combining HTC’s mobile expertise, the latest facial recognition technology and the music muscle of Spotify, HTC solved once and for all the problem of finding music you’re in the mood for – delivering a listening experience that is truly ‘more you’.
The feature was in integrated in to the HTC Spotify platform in September and remains live as an on-going usage feature at http://spotify-htc.com/
HTC Mood Player was an immediate hit. It generated real social media buzz, was picked up by the major tech media and achieved a global reach of close to 250 million.
Most importantly, the HTC Spotify Mood Player reinforced HTC’s innovation credentials among its millennial target audience.
See confidential info section for more detail:
STRATEGY
The campaign was targeted at mobile loving ‘Millennials’.
Collaboration between us and Spotify, and integration of the software in to the Spotify platform meant that we were speaking directly to the target audience at the point of usage.