Streaming audio provider Pandora has launched the spring installment of its ‘Sound On’ brand campaign, designed to inspire listeners to discover the unique sounds that transport them from winter hibernation to spring exploration.
Additionally, Pandora has unveiled its first sonic logo, a unique audio signature that harnesses the power of sound to create an original, consistent brand experience across multiple audio touchpoints.
The multi-channel campaign will run in six markets for 12 weeks and feature some of the season’s top artists, including the Jonas Brothers, Maren Morris, Bebe Rexha, Khalid, 2 Chainz, John Legend and Becky G.
“Our brand mission is to connect listeners with the music and audio content they love to help them live their lives at full volume,” said Brad Minor, vice-president of brand marketing and communications at Pandora. “This campaign brings that notion to life by showcasing how universal life moments can be deeply enhanced with the right soundtrack.”
This rollout marks the second iteration of Pandora’s seasonal ‘Sound On’ campaign, which kicked off last year during the holiday travel season.
“Our inaugural ‘Sound On’ campaign centered around holiday travel and the ways music and sound can help you escape a mundane physical space – like a crowded airport or delayed train,” said Lauren Nagel, vice-president and executive creative director at Pandora. “Building on that idea of transformation, our spring campaign amplifies the emotional hallmarks of the spring season: renewal, inspiration, and what we do best: discovery.”
The campaign boasts large-scale outdoor placements in iconic locations throughout Atlanta, Miami, Nashville, New York City, Oakland and San Francisco. Each piece was designed by Pandora’s in-house creative team, with approximately 1,100 components developed. Pandora will also be the first-to-market advertiser to wrap the new AC Transit double-decker buses in Oakland.
Pandora will also execute site-takeovers with Thrillist, Vevo and Vox online properties, as well as integrations with Facebook, Hulu, Instagram, Snapchat and Twitter. Pandora’s new sonic logo will be heard throughout the campaign.
Another campaign component includes a sound wall. Pandora has commissioned leading street artists to create wall murals that depict their unique interpretations of sound and spring discovery. The murals, which will appear in top markets across the country, will also include QR codes that drive to custom playlists on Pandora curated by the street artists featuring music that inspired their work. Other elements include private concerts from the campaign artists, an influencer ‘Sound Box’ and a ‘Sound On’ lounge which will be live at big music festivals.
See some of the work by clicking on the Creative Works box below.