Spotify has unveiled its most ambitious Afterpay collaboration yet, introducing the groundbreaking “Gift Generator” as part of its innovative “The Stage” format.
The newly launched partnership, which is now accessible to both Premium and Ad Supported Spotify users, leverages Spotify’s advanced streaming intelligence to curate the ultimate holiday gift list tailored to individual users. Drawing inspiration from beloved Spotify features like Daylist, the Gift Generator meticulously analyses listener habits including favorite artists and genres, while also presenting a series of engaging questions aimed at personalizing the gift suggestions. It even delves into users’ lifestyle preferences – whether they identify as a Beauty Guru, Trendsetter, Thrill Seeker, or Treasure Hunter, ensuring a uniquely crafted gift experience.
In a pioneering move for Australia, the gift generator experience will be enriched by cutting-edge haptic technology, allowing users to unlock their virtual gift box by simply shaking their phones, setting the stage for a seamless purchasing experience. In addition to providing curated gift recommendations, users can also personalize their own Christmas playlist, which can be adjusted by their “Grinch Factor” – a fun metric that reflects their holiday spirit and enthusiasm this season.
Kevin Azzopardi, the Trade and Partner Marketing Director for Afterpay in ANZ, expressed his excitement stating: “We are proud to collaborate with Spotify on the Gift Generator, a unique initiative that combines music personalization with seamless shopping experiences. This partnership empowers consumers to discover and purchase perfect gifts, helping them avoid last-minute purchases that can often lead to overspending. By integrating Spotify’s streaming intelligence with Afterpay’s flexible payment options, we’re excited to enhance the joy of gift-giving while supporting responsible spending habits during the holiday season.”
Adrian Bingham, the Head of Sales at Spotify, added: “We’re thrilled to partner with Afterpay on this innovative campaign, priming consumers and driving action during the holiday season. The Gift Generator taps into what Spotify does best – using music to create deeply personalized experiences. Paired with the convenience of Afterpay, it’s a fun, interactive way to celebrate the spirit of giving, and we can’t wait to see how our users engage with it.”
This exciting campaign features 10 esteemed merchants, showcasing top brands such as The Good Guys, Webjet, Sephora, Red Balloon, Petbarn, JD Sports, eBay, City Perfume, Bed Bath N’ Table, and Bunnings. With music at the heart of the experience, the campaign will be bolstered by a comprehensive media strategy, encompassing outdoor advertising, social media channels, and influencer-generated content.
To activate the ‘Gift Generator’ on the Spotify mobile app, CLICK HERE.
Afterpay Team
Kevin Azzopardi (Director, Trade & Partner Marketing)
Emily Marshall (Senior Partner Marketing Manager)
Madeline Youngman (Partner Marketing Manager)
Moola Sisaudia (Marketing Strategy, Media & Innovation Lead)
Lauren Benson (PR & Comms Manager ANZ)
Media Agency: Kaimera
Zoe Amos (Client Director)
Anna Magliano (Chief Client Officer)
Spotify Team
Damian Bransby (Sr. Client Partner, Financial Services)
Lam La (Account Manager)
Smita Chakrabarti (Client Success Manager)
Production: Made in Katana
Kate Vickery (Production Lead)
Grace Janson (Account Manager)
**Interview with Kevin Azzopardi, Trade and Partner Marketing Director for Afterpay in ANZ**
**Interviewer:** Kevin, thank you for joining us today. Your collaboration with Spotify on the “Gift Generator” is quite exciting! Can you tell us what inspired this partnership?
**Kevin Azzopardi:** Thank you for having me! The inspiration behind the Gift Generator stemmed from the need to enhance the gift-giving experience during the holiday season. We recognized that many people struggle with choosing the right gifts and often resort to last-minute decisions, which can lead to overspending. By partnering with Spotify, we can combine their advanced streaming intelligence with our flexible payment options, making it easier and more fun for users to find thoughtful gifts.
**Interviewer:** That sounds fantastic! Can you explain how the Gift Generator works for users?
**Kevin Azzopardi:** Absolutely! The Gift Generator analyzes users’ listening habits, including their favorite artists and genres, to curate a personalized holiday gift list. It also engages users with a series of fun questions about their lifestyle and preferences, be it a Beauty Guru or a Thrill Seeker. This way, the recommendations are tailored specifically to each individual, ensuring a unique gift experience.
**Interviewer:** I understand that this feature also leverages innovative technologies. Could you elaborate on this aspect?
**Kevin Azzopardi:** Yes, we’re particularly excited about the introduction of haptic technology for this initiative, which is a first for Australia. Users can unlock their virtual gift box simply by shaking their phones, creating an immersive and interactive experience. It’s all about making the purchasing journey as seamless as possible.
**Interviewer:** That sounds like a game-changer! Additionally, I’ve heard that users can customize their Christmas playlists with a unique metric. Can you explain the ‘Grinch Factor’?
**Kevin Azzopardi:** The ‘Grinch Factor’ is a fun and engaging way for users to reflect their holiday spirit. It allows users to personalize their Christmas playlists based on how festive they are feeling. It’s an enjoyable addition that adds a touch of individuality to the overall experience, and we think users will have a lot of fun with it.
**Interviewer:** What are you hoping users take away from their experience with the Gift Generator?
**Kevin Azzopardi:** We hope that users will enjoy a stress-free and enjoyable gift-giving experience, discovering perfect gifts for their loved ones without the hassle of last-minute shopping. Ultimately, we want to cultivate a sense of joy in the gifting process, while also promoting responsible spending habits during this festive season.
**Interviewer:** Thank you, Kevin! This innovative collaboration seems poised to bring a lot of holiday cheer. We appreciate your insights today.
**Kevin Azzopardi:** Thank you! We’re looking forward to making this holiday season special for everyone.
N Azzopardi:** Certainly! One of the most exciting elements of the Gift Generator is the incorporation of cutting-edge haptic technology. In Australia, users can unlock their virtual gift boxes simply by shaking their phones, providing a seamless and interactive purchasing experience. This feature enhances user engagement and makes the process of discovering and selecting gifts more enjoyable and dynamic.
**Interviewer:** That’s a game-changer! How do you envision this collaboration impacting users’ shopping habits during the holiday season?
**Kevin Azzopardi:** We believe this collaboration will significantly enhance how consumers approach holiday shopping. By offering a curated selection of gifts that resonate with their personal tastes and providing convenient payment options through Afterpay, we’re helping users avoid the pitfalls of last-minute shopping and impulsive spending. Ultimately, we want to enrich the joy of gift-giving and promote responsible spending during what can be a financially stressful time of year.
**Interviewer:** It sounds like a win-win! Lastly, with the impressive array of merchants involved, can you tell us a bit about how you selected these partnerships?
**Kevin Azzopardi:** Absolutely! We wanted to partner with top brands that offer a wide variety of gifts, ensuring there’s something for everyone on the Gift Generator. By collaborating with renowned merchants such as Sephora, eBay, and Bunnings, we can attract a diverse range of users and meet their shopping needs, making gift-giving accessible and enjoyable for all.
**Interviewer:** Kevin, thank you so much for sharing these insights with us today. We look forward to seeing how users embrace the Gift Generator this holiday season!
**Kevin Azzopardi:** Thank you! We’re excited to see the impact of this initiative and happy holidays to everyone!
