SiriusXM pioneered satellite radio, but MP3 players and the internet gave potential subscribers a host of alternatives.
SiriusXM needed to change the perception of satellite radio to better convey its enormous content options and ease of use.
To achieve this goal, they first needed to engage an audience that either didn’t understand satellite radio or didn’t feel it was for them.
Proven direct response TV media and creative strategies were applied to make the SiriusXM offering compelling to a carefully targeted audience.
Creative tapped the passions of prospects, showing them that SiriusXM offered a new level of access to music, sports, comedy and news.
DRTV creative best practices were utilized to cost-efficiently increase sales and to address obstacles such as perceived complexity.
Spots drove prospects to the SiriusXM website not only to maximize immediate conversion but also to build brand awareness and knowledge.
New customer acquisition was 30.8 percent more efficient than projected, based on attributed sales.
Sales increased by 35 percent over the previous year. Overall call center sales increased by 15.1 percent.
Visits to the SiriusXM homepage increased by 25 percent.