We developed a campaign that featured incredible choices of amazing commercial-free content, in some cases, even served up by XM’s own compelling personalities as well as a liberating technology that would combine to fuel the passions of the listener. XM became more interesting to potential listeners literally overnight. In this new world, listeners could be emotionally connected to the brand through their love of music, sports and culture.
XM had been attempting to differentiate itself based on technology and hardware superiority alone. But with Sirius’ aggressive acquisition of unique content (Martha Stewart, NFL and Howard Stern), XM awareness growth and subscriber growth began to plateau. We believed XM could no longer win on a product only functionally driven brand point of difference.
A brand of passion content. We turned the positioning into a message of fun, empowerment and a vast choice of passion content. There a strong feeling of community associated with the XM brand because of the passion content areas such as music, MLB and Nascar and we tapped into that.
The result was to go from 800,000 subscribers to 8 million passionate members of an engaged and passionate community.