Forget about content - pay for ads on TV LOL... At least the ad agency "couldn't be happier."
XM Launches New Fall Marketing Campaign
Monday October 9, 10:11 am ET
Iconic Branding from Lowe New York Uses Animation and Music to Communicate the 'Joy of Discovery' with XM's 170 Channels of Programming
WASHINGTON and NEW YORK, Oct. 9 /PRNewswire-FirstCall/ -- XM, the nation's leading satellite radio service with more than 7 million subscribers, today launches a multi-platform marketing and branding campaign, the first from the company's new advertising agency for creative, Lowe New York. The new campaign will be integrated across an extensive marketing plan that includes network and cable television, print, interactive, direct marketing, retail and automotive channels.
The new creative will be featured in a series of television commercials that incorporates the XM logo "sound waves" in unique ways along with simple, line art drawings animated against a black backdrop and pulsing music. The first two spots, "Switch" and "Hair," debut this evening during Prime Time. They are also available for viewing at xmradio.com.
"Switch," is set to music from emerging artist Regina Spektor's single "Better," and reveals the world of XM to be "Surprising. New. Amazing." "Hair" follows the signature "waves" of XM's logo on a journey across the XM music dial, with music from Johnny Cash, punk band The Circle Jerks, Beethoven, 80's group Flock of Seagulls, Snoop Dogg and classical opera composer Ruggiero Leoncavallo. Both spots end with the line, "170 channels to find what turns you on. Are you on?"
"With our new campaign, Lowe succeeded in finding an elegant and flexible way to communicate XM's core consumer appeal of choice, simplicity and fun -- all at the touch of a button," said Nate Davis, President & COO, XM Satellite Radio.
"When you have the kind of innovative client that we have in XM, there's no limit to what an agency can do to impact their business," said Nancy Hill, CEO, Lowe New York. "XM represents a significant opportunity for us to demonstrate the way that Lowe is working these days: collaborative, flexible and responsive teams that generate bigger ideas and fantastic creative work across an infinite option of communications channels. We couldn't be happier." |
