A Life in Sound

Background: A Life in Sound is a short film directed by an Emmy award-winning director, that follows a woman dancing as she moves through different phases and milestones of her life while listening to a wide variety of songs and interviews that each have a unique place on SiriusXM. The film aims to emphasize on the breadth and depth of audio experiences available on the audio entertainment service. By showcasing a life in sound, the creative highlights how SiriusXM brings listeners closer to what they love and what moves them throughout their lives. Creative Idea: The goal of the film was to transform the brand for a young, more diverse digitally connected generation, we accomplished this through a creating a film that is based on the the experience that SiriusXM brings to its listeners. This is the soundtrack to one woman’s entire life, from start to finish. A powerful film that portrays the full spectrum of life’s experiences, from youthful innocence, to teenage hormonal rage, to finding yourself and becoming sexually confident, the heartbreak and sadness of middle age, the grieving for the loss of youth, to the acceptance of the end that comes to us all. All of this is delivered without ever leaving a simple white room. A powerful and evocative demonstration of the power of music delivered through dance. Insights & Strategy: SiriusXM is the leading audio entertainment company in North America. Reaching a combined monthly audience of approximately 150 million listeners, SiriusXM offers a broad range of content for listeners everywhere they tune in with a diverse mix of live, on-demand, and curated programming across music, talk, news, and sports. SiriusXM wanted to utalise their monthly audience and transform the brand for a young, more diverse digitally connected generation. We created a powerful film that portrays the full spectrum of life’s experiences, from youthful innocence, to teenage hormonal rage, to finding yourself and becoming sexually confident, the heartbreak and sadness of middle age, the grieving for the loss of youth, to the acceptance of the end that comes to us all. All of this is delivered without ever leaving a simple white room. To share this message we used high impact media moments like the Oscars, the film received 323M paid impressions within 5 weeks, resulting in 1.6M earned social impressions and a 20X emotional lift in JOY. Execution: This film is about the experience that SiriusXM brings to its listeners. This is the soundtrack to one woman’s entire life, from start to finish. A powerful film that portrays the full spectrum of life’s experiences, from youthful innocence, to teenage hormonal rage, to finding yourself and becoming sexually confident, the heartbreak and sadness of middle age, the grieving for the loss of youth, to the acceptance of the end that comes to us all. All of this is delivered without ever leaving a simple white room. A powerful and evocative demonstration of the power of music delivered through dance. Results: The goal of the film was to transform the brand for a young, more diverse digitally connected generation, with the help of high impact media moments like the Oscars, the film received 323M paid impressions within 5 weeks, resulting in 1.6M earned social impressions and a 20X emotional lift in JOY. Younger Gen Z and Millennials audiences reported a 38% increase in positive brand impression, calling the film modern, fun and cool. 32% felt a stronger personal connection to SiriusXM after watching the film. “This is LITERALLY my life… hip-hop childhood, heavy metal adolescence and chill/soft/emotional adulthood. And she has locs by the end! This is so real.” By shifting the brand perception, we’ve driven a lift in site traffic, with a 1.72% site visit rate from paid OTT/OLV placements, outperforming all historical performance metrics by 9x.