How would you connect coffee and music?

Music is universal, and so is coffee. The insight of this idea was that many people tend to play music while they're sipping some coffee and enjoying their quality time.
Coffee culture has become deeply embedded in the youths' everyday life, lingo, and identity in Indonesia - very prominently showcased amongst the millennials and Gen Zs. Coffee is not merely perceived as a drink anymore. Such is the case with Janji Jiwa as one of the biggest as the biggest chain of coffee outlets in Indonesia.

While, JOOX provided thematic content (playlist & social media gamification assets) to accompany Janji Jiwa's coffee drinkers' lifestyle.

We the came up the main communication "Kopi, Musik, Cerita Jiwa"

Customers who purchase a cup of coffee from Janji Jiwa will receive a special sleeve that contains a QR code. This QR code will lead to a microsite kopimusikceritajiwa.com. From there, customers need to fill in some questions regarding their mood and the drinks they bought.
Customers will get 5 days of free JOOX VIP and content to be shared on social media.