Pandora goes unscripted for first Aus TVC

Internet radio giant Pandora has launched its first ever brand campaign for Australia and New Zealand following its launch in 2012.

Pandora is using three 15-second television commercials for its Start Your Music Journey campaign. The TVCs feature unscripted interviews with Australian and New Zealand listeners about their first music genres, first gigs and first songs.

Set to the backdrop of track snippets by Australian acts The Jungle Giants, Hermitude, Hockey Dad and Sia, plus UK band alt-J, the campaign spurs users to enter their own answers into the app to find out what music personal soundtrack can be created. Pandora said it uses up to 450 different musical elements to classify tracks to match users’ tastes.

“Pandora was created from a dream to connect artists with their fans, and designed to create a bright future for music,” said Simon Fleming-Wood, chief marketing officer at Pandora. “In doing so, we have maintained a keen focus on our listeners and how they want to enjoy music, which is why they are the central focus of our first campaign in Australia and New Zealand.”

Nicole McInnes, director of marketing for Australia and New Zealand at Pandora, hinted to TMN that the company is readying further announcements as part of its above the line campaign in Australia and NZ.

“Pandora is constantly innovating and investing to deliver the best music discovery and enjoyment, and for listeners in Australia and New Zealand our campaign is just one part of that ongoing commitment,” McInnes told TMN. “Don’t want to spoil the surprise on any upcoming announcements – watch this space!”

Pandora is currently only available in three territories; however this is the first time the company has actively pushed the brand outside of the US. Of its 250 million registered users, 175 million are in the US. It has an active membership of over 78 million a month, with each user spending an average of 25 minutes a day on the streaming service app.

McInnes told TMN a marketing push wasn’t necessary in Pandora’s formative years in AU/NZ due to its strong brand awareness. “For many years the product spoke for itself and word-of-mouth was enough to grow it to the largest active listener audience in the world,” she said.

“We realised though that people were interested in who we are, and what we stand for as a company, especially in new markets, and so this campaign is the first step to introducing Pandora and the nature of our culture and values that are behind our music passion.”

The Start Your Music Journey campaign launches today on TV, Outdoor and Digital in Australia and New Zealand.