Spotify: K-pop Hall-yu of Fame
A Celebration of K-pop culture in Indonesia
As part of 2019’s #SpotifyWrapped campaign, Jack Morton Singapore had to create an activation celebrating K-pop fans in the Indonesian market. An interactive and fun look-back on K-pop’s cultural impact and how this has shaped the Indonesians’ love for the genre.
Connecting with the K-pop fanbase
We needed a way in, to connect with the K-pop fans which was different to the events they usually attended. We looked at alternative ways that fans consumed idol content besides concerts and found that Korean variety shows featuring K-pop idols are one of the most popular inlets into the multi-faceted world of K-pop.
Spotify x BTS exclusive signed merchandise
Indonesian Pop band SMASH, singers of ‘I Heart You”, the official TVC song for Indonesia’s #SpotifyWrapped campaign, making a special appearance
The Unique K-pop Ecosystem
We looked at the unique ecosystem of the K-pop world, discovering that it was subtly segmented between “influencers” called Hommas, (short for Homemasters, the owners of fansites who command the largest influence) and the general fanbase.
This powerful dynamic has the ability to pull a crowd and encourage more introverted fans to participate in the experience.
Digital content creation involving fans emulating their idols was an iconic way in which they paid tribute to their idols so we had to create an experience that revolved around content creation in order to celebrate this special audience.
THE IDEA
A gamified Hall-yu of Fame experience that traverses the decade of K-pop.
Fanmade Magic
In one of Jakarta’s busiest malls, we created a game show experience that catered to both the Hommas, (short for Homemasters, the owners of fansites who command the largest influence) and the everyday Indonesian K-pop fan.
Fans transformed into their favourite K-pop stars and moved through the experience by completing simple challenges in each room. (eg: reenact iconic dance moves, lip sync challenge)
Each room featured an iconic music video backdrop from famous contemporary K-pop artistes and fans were rewarded with exclusive Spotify Daebak merchandise upon completing the experience.
Done during my time at Jack Morton Worldwide.
Creative Director: Rory Brett
Creative Strategy: Nina Loh
Designers: Lyla Soh, Raymond Tan, Khaleedah Sairi