SiriusXM is the original satellite audio pioneer that reset expectations about what car radio could be. Today the brand has grown far beyond those roots to elevate its core offering – an expansive universe of content you love, curated and hosted by voices you love – via an amplified streaming product. Because we are so known for a specific in-the-car experience, consumers aren’t yet considering us during moments outside of it.
The Home of SiriusXM campaign was born to drive awareness of the SXM App and consideration and favorability by proving out why our content is worthy of moments beyond the car.
SiriusXM is the only place where every category of entertainment, and entertainer, is brought together on one platform that’s completely alive, no matter where you stream. We wanted to bring this idea to life by bringing our larger-than- life entertainers and personalities together to live under one roof — the SiriusXM house.
From Alanis Morissette to Conan O’Brien to 2 Chainz - it’s a home that represents everything listeners love about SiriusXM, from the exclusive streaming content to the raw emotions.
The campaign had 3 key messaging goals:
Beyond the Car. SiriusXM is a companion to daily routines and is available anywhere, anytime, on any device – no car required.
Exclusive/Live/Alive Content. SiriusXM gives hosts, artists, and guests the space to share their perspectives and connect with audiences in ways you won’t hear on other platforms.
Only on the App. SXM is the leader in audio entertainment with additional content and podcasts available only on the SXM App.
To create the largest national brand campaign SiriusXM has ever executed, we had to work in lockstep with our creative agency, Translation, and our media agencies, Horizon and MMI, to create a multi-channel campaign that paired the right mix of talent that represents the breadth of content on SiriusXM with a strategic mix of Broadcast/Cable, OTT, digital, social, print, audio and out-of-home. We had a strong presence in NFL games to reach a highly engaged audience of our demo sweet spot. In addition to creating video assets for TV/OTT, we created content specifically for social media to maximize the strengths of our talent on those platforms. In order to do this, we essentially had 2 shoots happening simultaneously. Our TV shoot was led by the award-winning director, writer and producer Maggie Carey (The To Do List, Silicon Valley, Brooklyn Nine-Nine, The Last Man on Earth, Unbreakable Kimmy Schmidt), while our social shoot was led by Emmy-nominated director, writer and producer Adam Countee (Silicon Valley, History of the World Part 2). The result was a cohesive and dynamic campaign that leaned into the strengths of our SiriusXM housemates.
Having 11 major superstars “move into” a house was not without its challenges. But we were able to gather everyone over a period of 3 days with the help of some hard work, creative scheduling and a little bit of movie magic. The result was a highly successful campaign that increased awareness, favorability, consideration and trials by providing viewers a glimpse into the fun that happens everyday at SiriusXM.
The Home of SiriusXM campaign met and exceeded the brand’s goals and objectives, including:
Significant increases in Brand Health Metrics:
23% lift in Brand Favorability
25% lift in Affinity
24% lift in Recommendation Intent
26% lift in Consideration intent
+17.4% increase in streaming trials
Demonstrated a positive correlation between brand health and streaming trials. We found that brand spend has a high correlation to Ad Awareness, Attention, Consideration and Purchase Intent, which drives Streaming trials.
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