Spotify has launched its largest-ever Afterpay partnership, introducing the 'Gift Generator' through Spotify's 'The Stage' format to leverage data for personalised gift ideas.

The partnership, now live for both Premium and Ad Supported Spotify users, leverages Spotify's streaming intelligence to create personalised holiday season gift lists for users, based on their listening behaviour and lifestyle preferences - beauty guru, trendsetter, thrill seeker or treasure hunter.

The Gift Generator experience is enhanced by haptic technology, allowing users to shake their phones to unlock their gift box then allowing them to proceed to a purchase. Users can also personalise a Christmas playlist adjusted by their 'Grinch Factor', based on how festive they're feeling.

"We are proud to collaborate with Spotify on the Gift Generator, a unique initiative that combines music personalisation with seamless shopping experiences. This partnership empowers consumers to discover and purchase perfect gifts, helping them avoid last-minute purchases that can often lead to overspending," said Kevin Azzopardi, Trade and Partner Marketing Director, ANZ, Afterpay.

"By integrating Spotify's streaming intelligence with Afterpay's flexible payment options, we’re excited to enhance the joy of gift-giving while supporting responsible spending habits during the holiday season."

The campaign includes 10 participating merchants, including The Good Guys, Webjet, Sephora, Red Balloon, Petbarn, JD Sports, eBay, City Perfume, Bed Bath N' Table and Bunnings.

"The Gift Generator taps into what Spotify does best – using music to create deeply personalised experiences. Paired with the convenience of Afterpay, it’s a fun, interactive way to celebrate the spirit of giving, and we can’t wait to see how our users engage with it," commented Adrian Bingham, Spotify Head of Sales - AUNZ.

The campaign will be supported by a comprehensive media plan, including Out Of Home (OOH), social channels, and influencer content.