NParks gets Zoomers tuned into nature

INTRODUCTION:
Gen Y and Z are spending more and more time hooked to their devices. This sedentary lifestyle is detrimental to their physical and mental well-being. Nparks partnered with DDB to restore the balance and get them tuned in to nature instead.

INSIGHT:
Spotify is where Zoomers consume music. We set out to meet them where they are by curating a nature-themed playlist and extending the time they spend in green spaces.

IDEA:
We embossed reclaimed logs with a Spotify barcode to bring a truly sustainable idea to life. Scanning the barcode gave Zoomers access to Park Beats – a playlist with songs that double as fun activities for the park, including ‘Run’ by Joji and ‘Sunshine’ by OneRepublic. 

Park Beats were installed at Pasir Ris Park, East Coast Park, Bishan-Ang Mo Kio Park, West Coast Park, and Jurong Lake Gardens.

The campaign was further supported by a series of digital OOH ads near parks plus a V.I.I.P (Very Interested In Parks) social contest to win a one-day nature experience. And KOLs like Narelle Kheng and Fauzi Azzhar promoted the Park Beats installation on their channels.

Download the playlist here.

RESULTS:
The playlist garnered over 10,000 streams in just six weeks, and unique listenership increased from 25% to 50% over a week after one month of activation.