img Press Release

Wyeth Nutrition’s Illuma launches category first initiative with music education playlists on Spotify Hong Kong

Hong Kong – 13 May 2015 – Wyeth Nutrition Hong Kong has partnered with Spotify, the leading music streaming service and Pixels, the multi-screen advertising company to launch a first in its product category (Infant Milk Powder): launching a music-based content marketing campaign to reach the mothers of Hong Kong. The campaign is booked by OMD Hong Kong, the media agency of Wyeth Nutrition and managed by Pixels, the advertising sales partner of Spotify in Hong Kong.

The campaign sees Wyeth Nutrition’s most prestigious and premium brand, Illuma, take on the task of helping mothers in Hong Kong to unleash the potential in their children by using music to nurture their creativity and ensuring their developmental well being. On the back of Spotify’s music library of over 30 million songs, Illuma Hong Kong has launched five music playlists to cater to different child development themes. Illuma Hong Kong’s playlist on Spotify are Natural Thinker, Expressive Performer, Affectionate Companion, Boundless Adventurist, and Melody Shaker. Each playlist is curated with songs meant to simulate and develop a child’s skills such as Early Literacy, Cognitive Development, Social-Emotional Growth, Physical Movement and Creativity.

Bettina Wan, an Australian registered and certified music therapist based in Hong Kong that specializes in children’s music education was commissioned to curate the playlist for Illuma Hong Kong. Research has found that a music-rich experience for children from an early age can carry serious benefits as they progress through their childhood development.

Wan said, “I am thrilled and excited to be part of this campaign. Through my training and practice, I have experienced the benefits of music exposure to children from a young age. It can help them develop in various skills such as learning, social emotions and more. With the Illuma Hong Kong playlist on Spotify, I hope that we can bring the developmental benefits of music to a wide-spectrum of children and their parents at absolutely no cost to them.”

Kevin Huang, CEO of Pixels said, “Everyday, millions of customers around the world trust Wyeth Nutrition with their children’s nutritional needs. Pixels is pleased to work with Wyeth’s Illuma, the most prestigious brand within the Wyeth family to extend their responsibility to include a child’s mental development, with music. The inclusion of Illuma’s playlists on Spotify enables every parent and child in Hong Kong to enjoy the developmental benefits of music for free. Illuma’s curated playlist, based on various child development themes and curated by a renowned music therapist, makes expert advice now easily accessible to every parent and child in Hong Kong at absolutely no barrier to entry and at no cost using Spotify”.

Sunita Kaur, Managing Director – Asia of Spotify said, “We are delighted to work with Wyeth Nutrition’s Illuma on this campaign. We’re looking forward to engaging new communities through campaigns like these that leverage our wealth of content and music data.”

In the recent 2015 HK Advertiser’s Association Ad Spend report, 80% of marketers ranked Content Marketing as the hottest trends in digital marketing and the majority of them indicated that they will be investing further in content marketing as part of their media mix.

The Illuma playlists campaign on Spotify addresses Wyeth’s goal of aiding child development while riding on the current trend of Content Marketing, making the content provided useful for a parent and child, with curated content from an expert music therapist and songs available on Spotify on desktop, mobile, tablets and a variety of integrated hardware partners (BMW, Mini, Bose, Sony PlayStation, Uber) at no cost to all users.

The Illuma Hong Kong playlists on Spotify are available at no cost to all users effective today and can be found on Spotify Desktop, Mobile and Tablet. The launch campaign is supported by ad placements on Spotify using Homepage Takeover, Display and Audio Plus Ads.

About Pixels, the multi-screen advertising company
Pixels is a multi-screen advertising screen company, providing solutions to advertisers to reach audiences across desktop, mobile, tablet, and connected TV. Our solutions are built with brand marketer’s objectives in mind.

Pixels is headquartered in Hong Kong with offices in Shanghai, Singapore and Kuala Lumpur and was formed as a merger of Pixel Media, Snap Mobile and Adsfactor in October 2014. For more information, visit

For media inquiries, please contact:

Pixels Limited
Kevin Huang