’The Gift of Music’

To encourage people to do their own creative gifting, we invited Stevie Wonder to re-record his holiday song “Someday At Christmas” in duet with Andra Day, using the Apple products and accessibility features that are an integral part of how he makes music.

We implemented a fully integrated campaign. First we teased ‘the gift’ to core fans by debuting the song + collaboration on the final night of Stevie Wonder’s USA tour at Madison Garden before the Thanksgiving Holiday. Then brought scale with mass media support of the 60s spot on TV and YouTube masthead starting in early December. Once awareness peaked we made the song available via holiday playlist features on Apple Music, download via iTunes, and a full-length music video feature on one of the biggest music discovery and consumption channels - YouTube.

This campaign ran in USA, Australia, New Zealand, Korea, Japan, the UK, France, Germany, Canada, Italy and Spain.

Someday at Christmas ran from November 26 – December 31, 2015.

• drove 1.7b impressions on TV

• 4M views on YouTube to date

• has been directly mentioned by 27k opinion leaders online, leading to 200M online impressions

• the song was in the top 40 on Apple music, iTunes and Shazam among all US songs at the week of the launch

• Andra Day fan base on Facebook more than doubled after the campaign with 80.5k likes