Overview

GMM Grammy, Thailand's largest entertainment and media conglomerate with a vast presence across film, music, and television, expanded its horizons in November 2021 by launching its first-ever music-streaming app, Plern. Designed to celebrate and showcase the richness of Thai music, Plern brings together a diverse collection of songs from various labels, offering a one-stop destination for music lovers.

With an ambitious target of reaching 5 million monthly active users within its first year, GMM Grammy unveiled Plern as a platform to break boundaries and create new opportunities in the music industry. The introduction of Plern marked a significant milestone in connecting Thai audiences with the heart of the nation’s leading music makers.

Campaign date: November 1, 2021

Execution

• Distributed targeted press releases to various types of Thai media, including business, marketing, IT, lifestyle, and music and entertainment.

• Sent out toolkits that contained a subscription card and a box that can be used as a phone stand or speaker as users listen to music via Plern.

• Engaged a top-tier media company and influencer to talk about their experiences with Plern through creative and engaging video content.