Sparkive: TV Campaign to drive app downloads.
We began working with NOW Music back in 2019. Our collaboration with Now & Paragon Pictures is a great example of how curating the right team of experts can deliver a killer campaign.
Client: Now Music
Year: 2019
Brief: Campaign and TV production.
ICONS CELEBRATED.
The brief was to create ads to promote NOW’s new app which would make their entire back
catalogue of iconic compilations across the decades downloadable to stream.
ORGANISATION WAS ESSENTIAL.
We’re going to look at the trio of ads aired on prime-time TV. We collaborated with our extensive network, from actors to production teams to stylists- each shoot involved 20-30 people!
ADVERT 1.
This first high energy ad demonstrated the app versatility across numerous scenarios and
launched the streaming service to NOW’s customer base whilst amplifying their brand values and key USP’s.
This ad smashed the download targets in week 1 and was a huge success for the platform and the
brand, so we began work on the second ad which was to use nostalgia as its hook.
ADVERT 2.
We developed a really bright, fun ad that seamlessly took the viewer from the 70’s-now in a series of vibrant scenes.
Family values were at the core but as it was slightly more abstract it didn’t resonate as well with the target audience, so we took the learnings and went back to the style of the first ad for the third and final creative.
ADVERT 3.
It was a demonstration of a ‘Now’ for all occasions from parties, to chilling out, to dancing around the kitchen.
It was this ad along with the rest of the campaign that knocked Spotify off the top spot in the Apple store downloads-never to have been done before!
Huge shout out to Sam & Steve at Paragon, who always delivered on time within tight budgets, it was an honour to work with you and NOW, a perfectly curated team of experts!
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