Streaming app Pandora is ramping up its marketing efforts after launching a redesigned mobile experience, adding TV ads, out-of-home and digital ads.
The multi-channel brand campaign blends humor, music and high-end production touches to drive home the concept that Pandora is the destination when you want to listen to exactly what you want, when you want it.
The campaign is an extension of Pandora’s 'Life is Better With Sound On’ narrative. Through digital and OOH images, cheeky creative copy implores readers to, “Just play the damn song – you can actually do that,” or tells them, “You look nothing like you did ten years ago. Yeah, us too” with old and new images and songs from artists like HER and Maren Morris to drive the point home.
‘Be You’ TV spots feature songs from Halsey, Tones And I and Normani. The action sees a mother at home in her kitchen dancing like nobody is watching as she clears the counters.
Another sees a man dancing shirtless while he mows the lawn, while a third finds a woman grooving and dancing joyfully at the bus stop. All are set in both real and magical worlds and feature the tagline, ‘The All-New Pandora: Be You. We’ll Be Your Music.’
“This campaign captures the excitement we see when our users open the new Pandora app and discover that the listening experience they’ve always loved is now even bigger, better, and more in tune with the things they love and the way they live,” said Denise Karkos, chief marketing officer at SiriusXM and Pandora.
“In developing this campaign, our first step was to conduct in-depth focus groups with listeners across the country to understand how they use Pandora today, what they love about us, and how we could improve to better serve them in their lives,” said Brad Minor, vice-president of brand marketing, creative and communications at Pandora.
“It was immediately clear, that our listeners look to Pandora to help transform life’s everyday moments by adding the exact right soundtrack for whatever they are doing – from cooking to commuting ... We’re celebrating our listeners in their everyday lives and demonstrating how Pandora has the unique ability to transform each moment by adding the exact right soundtrack at the exact right time.”
In addition to traditional media, Pandora will produce large-scale experiential events, including the unveiling of interactive street murals in key markets, and a live-streamed concert with Halsey that will transform New York’s Times Square into a massive silent disco.
In the following weeks, Pandora will continue to engage top-tier artists to create immersive experiences across the US, leading up to one of the biggest Pandora / SiriusXM concerts to date during the biggest weekend in sports.
This is the biggest campaign for Pandora since its 'Sound On' push last year.
See the work by clicking on the Creative Works box below.