News
Sirius Satellite Radio Canada Campaign Reawakens the Joy of Discovery
Consumers encouraged to explore the music they’ve forgotten, or never knew they loved.
TORONTO, November 17, 2008 – SIRIUS Satellite Radio Canada today announced the launch of a multi-platform campaign encouraging consumers to explore and re-discover the music they've forgotten, or never knew they loved. Created by BBDO Toronto and Proximity Canada, the campaign includes television and online ads, just in time for the holiday season.
“The ‘Discover Again’ campaign speaks directly to our target audiences and effectively promotes the unique and exclusive content and programming available on SIRIUS,” said Janet Langille, Vice President, Marketing, SIRIUS Canada Inc. “This is a fresh and edgy concept and we’re pleased with the direction and evolution of our brand, and the hard-working and dedicated team at BBDO and Proximity.”
The 30- and 60-second television spot “Discover Again” focuses on the excitement a person feels when they make an unexpected discovery. In the spot, viewers see a variety of vignettes: a child digging through a box of cereal to find a prize at the bottom, teenagers beginning their first dance, a young man looking at the guitar of his dreams through a storefront window, a boy and girl engaging in their first kiss, a man flipping though old LPs and picking one up in disbelief. The super appears, “When was the last time you discovered something new? Discover music again. Discover again,” and transitions to the SIRIUS Satellite Radio offering and logo.
“In a world of pre-programmed radio and repetitive playlists, discovery has virtually ceased to exist,” said Ian MacKellar, Executive Vice-President, Executive Creative Director, BBDO Toronto. “SIRIUS Satellite Radio gives listeners the ability to veer away from these traditional mediums. With the sheer breadth of channels and programming that SIRIUS offers, listeners have the freedom to discover something they’ve never heard before or re-discover something they forgot they loved.”
Banner ad executions continue the joy of discovery concept online. The ad expands into a multitude of related artists, talk shows and music – taking the user on their own journey of content discovery. The standard banner ad then leads consumers to receive a free SIRIUS Satellite Radio trial online.
Executions will also be posted on www.sirius.ca reflecting the same look and design as the banner ads which includes content for talk, sports and an offer for consumers to receive three months of free service.
The television spots air nationally in English across major markets on CanWest, CTV, Rogers and CBC networks and cable specialty channels. Online, the ads will be carried on SympaticoMSN.ca, Yahoo.ca, theweathernetwork.com, Google.ca, Sportsnet.ca, TSN.ca, Futureshop.ca and Bestbuy.ca.
BBDO Toronto became SIRIUS Satellite Radio Canada’s agency of record (AOR) after a competitive review last June and was awarded the strategic and planning assignments for the brand. The media planning and buying assignments were awarded to OMD Canada in September.
The “Discover Again” campaign is expected to roll out into other media in the coming months.
About SIRIUS Canada
SIRIUS is Canada's number one choice for satellite radio with 120 full-time channels broadcast from studios in Vancouver, Toronto, Montreal and New York. SIRIUS offers 100% commercial-free music plus premium sports, news, talk and entertainment programming from North America's most recognizable and respected personalities and brands. SIRIUS offers listeners unparalleled coast-to-coast signal coverage and digital quality sound broadcast from three high-orbit satellites.
SIRIUS is the Official Satellite Radio Partner of the CFL, NFL, NASCAR and NLL and broadcasts live play-by-play games of the CFL, NFL and NLL. SIRIUS is also the exclusive satellite radio home of CBC's Hockey Night in Canada Radio. In addition, SIRIUS broadcasts live NASCAR races, the Wimbledon Tennis Championships as well as Barclays English Premier League and UEFA Champions League soccer.
SIRIUS products for the car, truck, home, RV and boat are available in more than 3,500 retail locations, including Best Buy, Canadian Tire, Centre Hi-Fi, Costco, Dumoulin, Future Shop, Home Hardware, London Drugs, Staples, The Source By Circuit City, Visions, Wal-Mart and 2001 Audio Video. All SIRIUS programming is available for a monthly subscription fee of only $14.99.
SIRIUS Canada's automotive partners include Aston Martin, Audi, Bentley, BMW, Chrysler, Dodge, Ford, Jaguar, Jeep, Land Rover, Lexus, Lincoln, Mazda, Mercedes Benz, MINI, Mitsubishi, Pana-Pacific, Subaru, Toyota, Volkswagen, Volvo and the Canadian Automobile Association (CAA). SIRIUS automotive partners make up nearly 60 per cent of light vehicle sales in Canada.
Click on www.sirius.ca to listen to SIRIUS live, or to purchase a SIRIUS radio and subscription.
About BBDO and Proximity Canada
BBDO Canada (www.bbdo.ca) manages the communication needs of some of Canada’s largest and best-known brands. BBDO Canada is a subsidiary of BBDO Worldwide, which is part of Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com), a leading global advertising, marketing and corporate communications company. Proximity Canada is a leading interactive, relationship and direct marketing services agency and is a wholly-owned division of BBDO Canada.
– 30 –
For further information, please contact:
Shari Balga
Manager, Agency Media Relations
BBDO Toronto / Proximity Canada
416-972-5306
shari.balga@bbdo.ca
Jeff Roman
Communications
SIRIUS Satellite Radio Canada
416-513-7434
jroman@siriuscanada.ca
