In a world of endless playlists and programmed radio shows, Sirius Radio wants to rekindle consumers’ joy of hearing an unexpected tune this holiday season.
The “Discover again” campaign, created by BBDO Toronto and Proximity Canada, includes two TV spots and banner ads on sites including SympaticoMSN.ca, Yahoo.ca, Sportsnet.ca, TSN.ca, and BestBuy.ca. The media buy was handled by OMD Canada.
The 30- and 60-second TV spots, which began airing Nov. 13 and will run for six weeks, show a series of sweet discovery moments—a father and son attending their first big game, a young couple sharing their first dance, and a young man glimpsing his dream guitar in a store window.
At the end of the ad, a super asks “When was the last time you discovered something new? Discover music again. Discover again.” The banners also recreate the “joy of discovery” online, expanding to reveal artists, talk shows and music offerings.
“A lot of audio entertainment is very predictable and Sirius allows the consumer to have a serendipitous experience—something happens while listening that they wouldn’t be expecting,” said Janet Langille, vice-president of marketing for Sirius Canada.
The satellite radio company offers 120 channels, 69 of which are commercial free. What sets the company apart, said Langille, is the depth of content, unique talk talent, and stations dedicated to specific artists.
“We focused on the benefits of listening, rather than being completely educational. We wanted to draw out an emotional response.”
In the past, Sirius has done s
Sirius Radio currently has 750,000 subscribers with a target market of males 25-49, though 40% of the audience is female. For the holiday season, Sirius is offering an additional three months free with a one-year subscription.
