SiriusXM
During my time working in Boston University’s student run agency as a strategist, I got to work on this project for our real client SiriusXM. This project was incredibly fun to work on and won my team and I several awards and nominations for our creative and strategy work.
Click here to view the full creative brief
Get Connected. Be Transported.
The ask: How do we get Trendies (who are buying or servicing vehicles without SiriusXM radios) to try the SiriusXM App?
Objective: Drive 3-Month SiriusXM App trial activations among the Trendies who are buying or servicing vehicles without SiriusXM radios.
Problem: Our target audience, “The Trendies” (18-24 year olds) are unaware of the content SiriusXM has to offer, which means they are using other competitive streaming services and have not considered SiriusXM.
Brand truth: SiriusXM provides exclusive and human curated content through their radio and audio streaming app.
Cultural truth: There has been a rise of content overload with audio streaming platforms. Consumers are looking to find ways to find exclusive audio content to them rather than feeling mainstream with the many.
Strategy: Show the Trendies through social media campaigns and OOH messaging that the SiriusXM includes a free 3-month trial on the SiriusXM App, which has unique benefits such as human curated, live content and a variety of exclusive content to be explored.
Insight: Like any relationship, we are loyal to entertainment and audio content that feels like it was curated by a close friend.
Key Message: Want a constant stream of diverse media content that really speaks to you? Get 3 months free from your friends at SiriusXM.
