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SXM Free Listening Campaign
The ASK

 Twice a year, for a two-week time period, SiriusXM opens up its service to non-subscribers.  Create a campaign that will drive brand awareness, increase subscribers and keep the cost per subscriber low.

 

The HURDLES

 Communicating the breadth of SiriusXM’s content in a premium way can be a challenge, especially when there is an offer involved. For many years, the messaging could get very muddy with so many marketing partners in the mix.

 

The SOLUTION

 A 360 campaign that, for the first time in history, names the two-week period. Make it an event and give it an identity that will lead to a higher ROI every year. Bring the content to the forefront and lean into the value prop more. Don’t try to explain “why”- show “why”.

 

The RESULTS

 This was the most successful free listening initiative in over 12 years.

 

MEDIA: Broadcast TV, Radio, On-Air Promos, Direct Mail, Email, Paid Social, Organic Social and Outdoor.

SXM Anthem 

The Beatles Channel Launch
The ASK

Develop a campaign to celebrate and promote the first and ONLY authorized Beatles channel, ever. Drive brand awareness, engagement and excitement.

 

The SOLUTION

 Link The Beatles to SiriusXM by combining the iconic Abbey Road image with the SiriusXM logo waves. Because of the participation of The Beatles Foundation, we were able to use authentic music and historic images to reinforce the authenticity to the consumer. We promoted the exclusive content to highlight the monumental impact of this new channel launch. We were able to increase listening as well as subscribers in what became the most listened to debut of a channel at SiriusXM. 

 

The RESULTS
We were able to increase listening as well as subscribers in what became the most listened to debut of a channel at SiriusXM. 

 

MEDIA: Broadcast TV, Radio, Print, On-Air Promos, Email, Paid Social, Organic Social and Outdoor.

HITS 1 Channel Promotion

 

The ASK

 Create a campaign for the LA market to increase awareness of SiriusXM’s legacy pop channel and highlight the artists and hosts. By moving the needle here, the hope is to drive secondary KPIs that result in installs, trials and subscriptions for the 18-24 audience.

 

The SOLUTION

 A distinct voice, look and feel that showcases the high energy and fandom of the Hits 1 and the deep connection SiriusXM has to all things Pop.

 

The RESULTS
High confidence lifts were seen in Ad Recall and Brand Awareness in the targeted 18-24 audience. Due to the success in the LA market, the campaign has been slated to extend to other regions in Q3 of 2024

 

MEDIA: Paid Social, Organic Social and Outdoor

U2 Radio Channel Launch

Introducing a love letter to every kind of U2 fan. A channel dedicated to the band’s indelible mark on the world. You’ll hear what you know, you’ll discover what you don’t - straight from the band and those who’ve influenced their epic journey. And you’ll only find it here, on SiriusXM, Channel 32.

WOMAN'S HISTORY MONTH
The ASK

 Develop a campaign to promote SiriusXM’s celebration of Women’s History Month, showcasing music, interviews, performances by women who are making history in entertainment

 

The SOLUTION

 A bold, disruptive tagline and color palette that highlights the power and impact women in entertainment have on the world. No one needs to give her the mic, she’s got it.

 

The RESULTS
Subscriber numbers and brand awareness showed an increase immediately following the launch. The tagline “She’s Got the Mic” was shown to be so successful it has remained the WHM tag each year since

 

MEDIA: Paid Social, Organic Social and Outdoor

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