BUSINESS CHALLENGE:
Competitors are stealing Pandora’s users by offering new features that let users “do it all.” Pandora was the first online streaming service to make personalization a key element of the app's experience, which has been imitated by Spotify and Apple Music. Pandora was designed as a simple internet radio platform, and it has stayed true to its model.
TARGET AUDIENCE:
Music Nomads who don’t stick to one genre.
KEY INSIGHT:
Music Nomads listen to all kinds of music, so they won’t necessarily look like a fan of some of their favorite genres.
BIG IDEA:
Don’t let genres define you.
Our target audience doesn’t fit into boxes. They want to enjoy every genre.
The ads feature people listening to genres that would not be expected from them. A young girl rocking out to metal. An older gentleman listening to Lil Nas X. An adult woman listening to Muppets.
Looks can be deceiving. You don't have to dress like Gene Simmons to enjoy metal. Adults can enjoy music made by younger generations. A bop is a bop no matter the genre.
As an extension of the "Listen Outside the Box' campaign, Pandora will host a silent disco. Each consumer will have wireless headphones so they can party to their own tunes.
A silent disco allows every user to appreciate the personalization of Pandora at the same time.
Individuals are free to listen outside the box without trying to please the other people in the room.
HOW IT SOLVES THE PROBLEM:
Unlike radio, personalization is key to Pandora. It allows users to listen to personally curated stations that capture users' wide range of music. Pandora understands that music does not fit in a box and neither do our listeners.
Art Director: Gabbie Angelle
Creative Director: Isabella Lorusso