Pandora’s first Australian TV campaign asks listeners and artists for their musical firsts
Music streaming service Pandora has asked listeners and artists about their musical firsts in its first for the brand’s first major above the line campaign as it looks to drive sign ups.
First music genres, first gigs and first songs are teh questions asked of artists including The Jungle Giants, Alt-J, Hermitude, Hockey Dad and SIA in the ‘Start Your Music Journey’ campaign, which encourages listeners to enter their answers into the app to find out what music is thrown up.
https://www.youtube.com/watch?v=Bcj9ld7xBmw
“Music influences us in so many ways. It triggers memories of seminal moments in our lives, it connects us as those first songs and bands become our own personal and collective soundtrack.” said Nicole McInnes, director of marketing for Australia and New Zealand at Pandora.
“We want to celebrate our listeners’ unique music journeys, and demonstrate that by using Pandora, we allow people to continue a personalised journey of discovery.”
https://www.youtube.com/watch?v=40ru-X1xIjs
The campaign sets out to highlight how the radio streaming service uses up to 450 different musical elements to classify tracks to best match listeners’ tastes based on the artists and songs they enter into the app.
https://www.youtube.com/watch?v=aYW9l2GS2Uo
https://www.youtube.com/watch?v=JYx1ozap_qg
“Pandora was created from a dream to connect artists with their fans, and designed to create a bright future for music,” said Simon Fleming-Wood, chief marketing officer at Pandora. “In doing so, we have maintained a keen focus on our listeners and how they want to enjoy music, which is why they are the central focus of our first campaign in Australia and New Zealand.”
The full campaign launches on TV, Outdoor and Digital across Australia and New Zealand today, and features Aussie and Kiwi listeners.
https://www.youtube.com/watch?v=NIo_44MowyY
While Pandora’s Jack Krawczyk, vice president of advertising product management, joined Mumbrella in May to explain how the service is looking to improve revenues.
https://www.youtube.com/watch?v=Y7E7PfCdg1o
Strikes me as extremely odd that there’s investment in ATL.
Unless of course there are bags of money sitting in the marketing dept there.
Digital and social should surely be key channels here and where some really creative ideas can come to life and engage with the target audience.
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Wonder where they got the idea?
https://www.youtube.com/user/vodafonefirsts
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Pretty obvious that their losing heaps of market share to Spotify. Especially with Spotify having a competitive advantage in being able to select songs and provide a larger database. And with Apple Music getting popular they need to try something different.
This is a risky strategy that is integrated with online. They need to back it up with a better offering.
They effectively can’t compete on a product level so maybe if they redefine their service it could bring them back. They’d hope they don’t come back as a remodelled MySpace.
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Totally disagree that Pandora’s product isn’t up to scratch against Spotfiy/Apple. Their selection algorithm is vastly better than either of those two.
Apple should buy Pandora and replace their genius algorithm with Pandora’s.
Obviously the inability to select the exact song you want to listen to seems like a disadvantage on the surface. But it’s their advantage for their target market: people who think building a playlist themselves is a tedious chore.
It’s a different product to Spotify/Apple and is targeted at a different market.
I really love this “firsts” campaign. Studies on happiness have shown that hearing the music we enjoyed growing up instantly triggers feelings of happiness. I’m sure everyone can relate to that.
Another interesting bit on music/mood research: randomness in music increases dopamine production – increasing the mood boost you get from the music, and particularly when your favourite songs come on unexpectedly.
I reckon that goes pretty strongly in Pandora’s favour.
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