Music platform Pandora is luring Aussies and Kiwis to go on a journey of personal music discovery in its first local integrated campaign.
The ad spots, which launched on TV, outdoor and digital on Saturday, look to play on Pandora's selling point of offering users personalised music suggestions based on the musical likes and dislikes they make known through their selection of songs and artists on the platform.
In the unscripted ads, young and old local music lovers reminisce about the first music genre they ever loved, the first song they ever kissed to, and their first gig. The spots invite viewers to “start your music journey” on the site.
Nicole McInnes, director of marketing for Australia and New Zealand at Pandora, said: “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.
“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," she said.
Pandora is used by 78 million people monthly. Executives are hopeful the ad will help boost the platform's popularity in Australia, following in the footsteps of its US growth.
The Australia and New Zealand campaign will feature local music talent such as The Jungle Giants, Hermitude, Hockey Dad and Sia.
The launch of the new advertising push comes after the streaming service began rolling out the experiential component of its US brand strategy in Australia in February this year with the introduction of 'Brands, Bands and Fans'.
Looking to deepen relationships with brands and enter the experiential event space, Pandora introduced the Taronga Twilight Series, a partnership with the Sydney's Taronga Zoo to stage 17 concerts under the stars.
Differentiating itself in the market may not be easy. Pandora is just the latest music streaming service trying to gain market share.
As of April 2015, 24 music streaming and online video services were in operation in Australia. They are: 7digital, Bandit.fm, Beatport, Deezer, Getmusic.com.au, Google Play, Guvera, iHeart Radio, iTunes, JB Hi Fi Now, Milk, MixRadio, Mog, Optus, Rdio, Spotify, The InSong, Vevo, VidZone, Virgin, Vodafone, Xbox Music and YouTube.
Speaking about Pandora's new campaign, Simon Fleming-Wood, chief marketing officer at Pandora, said: “Pandora was created from a dream to connect artists with their fans, and designed to create a bright future for music.
"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.”
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