Seriously Fresh Ad Concepts

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Category: B2C

Type: Acquisition 

Channel: Advertising concepts for digital and traditional media

Industry: Telecommunications

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Challenge:

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We had an opportunity to pitch Sirius XM. They were looking for fresh new ideas. Much of their past advertising was heavily based on branded shows such as Howard Stern and they wanted to expand their audience.

 

Solution:

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In conducting a focus group, we found that many consumers weren’t aware of Sirius’ broad range of content. For our concepts, we sought to differentiate Sirius by highlighting unique content such as live sporting events, live concerts and dedicated genre channels for every type of listener. The “What Entertains You?” concept embraces the content choices that reflects one’s personality. The execution highlights a key station and shows three additional stations that make up a listener’s preference for content. While the current concept execution uses an expected persona, we could also conversely use an unexpected persona for a more humorous approach such as a leather biker who listens to opera or a grandmother who listens to rap.

 

Result:

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Although Sirius XM did not use the campaign, they loved our approach and it opened the door to working with them on future work.

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