MARCA, the multicultural sister shop of MARC USA, is responsible for strategy development, creative and media planning and buying. The initial brand awareness strategy will focus on the growing Latino market with dual language messaging.
"Music Meets AI" educates viewers about how the platform uses artificial intelligence to guide its playlists by showing robots and humans dancing together in a futuristic background.
Backed by the
song "Bum Bum Tam Tam" by Latin artists MC Fioti, J. Balvin, Stefflon Don and Juan Magan, the spots end with fans being invited to download the free app.
Here are links: Spanish and English.
The campaign also features radio, outdoor, digital video and banners and social advertising. The launch coincides with Hispanic Heritage Month, which runs through October 15.