Since launching, Spotify Japan has been building its brand as a personalized audio streaming service that elevates sonic experiences in fresh, new ways.

The brand wanted to increase awareness in smaller markets in Japan, as they have already seen the biggest successes—subscription increases—happen in bigger cities. At the same time, the Spotify Code, used to trigger unique pieces of music, was needing some promoting, as the brand prides itself on providing a better music service with more innovative features, the Code being one of them.

So, the brief was to create a campaign using the Code, in a way that would connect with a young target in smaller Japanese markets and be true to the Spotify brand.

Since Spotify realizes that sound can turn an ordinary experience into something much more enriching, we decided to turn often frequented locations in Japan into places that would deepen the engagement via the unique Spotify Codes that we placed in chosen locations.

Called "Sound Tour," it was a group of specially curated activations that brought people music specifically composed to be heard at the location where they encountered the Codes.

When seen through a mobile device, the Spotify app recognized the unique audio ID, instantly triggering the music, so people in that location could enjoy a combination of sight and sound that would elevate the experience.

The target for "Sound Tour" has been Gen Z potential Spotify subscribers outside of the biggest cities in Japan.

As the pandemic was limiting international travel of this target, but as they were traveling domestically, we decided to bring the activations to locations where they would encounter the Codes.

Kanazawa, a very popular tourist destination in the west side of Honshu saw three distinctive Codes launched.

Many more locations throughout the island of Honshu and Kyushu are planned with this effort being the launch of what will be a campaign through 2023.

Three Codes were placed in the Kanazawa area, the first stage of a plan that will take us into 6 different regions on the islands of Honshu and Kyushu.

Locations for the Codes have been chosen to bring about a unique experience of site and sound making the engagement more meaningful and memorable.

On traditional Chaya Gai street, where teahouses have thrived since the early Edo period, a Lantern Code greeted visitors inviting them to hear a kind of beauty to complement what they were seeing.

In Houshima-machi, a favorite for cherry blossom lovers, came upon a Code created by a contemporary Ikebana artist, which triggered a modern musical arrangement; while in Noto, known for its squid, a Code actually made of the seafood offered a song of the sea to enjoy while taking in the ocean view.

The initial response has been strong with over 600 triggers and downloads of the Kanazawa music in just the first four days, and over 3500 in total. There was also coverage within many media outlets immediately, including BillBoard Japan, Spincoaster Japan and Japan Arts, which called it, "An unforgettable journey of the heart."

Mai, Ihara, Spotify Japan head of marketing, had this to say at the launch of the campaign, "Sound Tour beautifully demonstrates the power that sound has in elevating its surroundings. It also shows the tangible value we can provide through audio experiences in Japan."