» Client: XM Radio
» Job: In less than a month, create a comprehensive, multiplatform marketing and branding campaign that will attract new subscribers for the satellite radio service.
» Agency: Lowe Worldwide in New York
» Theme: XM throws your life switch ON. A series of commercials that showcase the wide variety of music and other features available on XM were designed to get consumers excited about the service and show that XM offers something for everyone.
Each commercial concludes with the tag line: “170 channels to find out what turns you on. Are you on?”
» The concept: Using simple line drawings that incorporate XM’s “soundwaves” logo against a black background, the ads were designed to capture the various experiences listeners will have with XM.
With 170 channels to surf through the agency reminded would-be customers of those “Ohmigod, I love that” moments, and also highlighted the benefits of “mood surfing.”
For example, one commercial has a stick figure morphing into a different person each time the channel and the music changes to highlight the diversity of offerings.
The ads also show XM’s go-anywhere availability by showing consumers they can listen to XM in the car, online, with portable devices, plug and play or with hi-fi components.
» The plan: The new campaign, which is the first for XM from Lowe, launched last week on prime time television.
Ads will run on network and cable television, in print and online. A direct marketing campaign is also part of the strategy, as well as publicity through retail and automotive channels.
» Creative team: Mark Wnek, chief creative officer; Fernanda Romano, executive creative director; DJ Pierce and Eddie Van Bloem, creative group heads; DJ Pierce and Jaclyn Rink, art directors; Ken Rabe and Katie Potochney, designers; Sean Moroney, animation design; Dominic Ferro, head of production; Jill Meschino, agency producer; Daniel Paquin, assistant producer.
» Background: Lowe was awarded the XM radio account after a review that ended only a month ago.
According to reps from Lowe, the agency may have broken a record for the shortest turnaround time between winning an account and breaking a fully, integrated campaign.
