Towards the end of 2017, Paragon Pictures and Creative Spark created a national television campaign to launch the newly updated Now Music app.
Sony Music came to us, with a brief to create a national TV campaign to launch the Now Music App. We immediately knew that we wanted to create a commercial that stood out and captured the excitement of all music lovers, but also resonated to long time fans of the Now Music brand.
The app enables fans of the long-running Now albums to access the full back catalogue through personal playlists. To demonstrate the value of the app, we filmed people in real life situations, such as creating unique playlists, listening offline and creating family friendly playlists. We aimed for the commercial to showcase the versatility of the app and encourage people to sign up for a free trial. Which we were successful with, gaining over 10,000 registrations within the first 15 minutes of the commercial airing.
The launch campaign film features people from runners, to commuters and families accessing more than four decades of popular music and is shown on ITV, MTV and Sky channels plus many more.
“We wanted a campaign that our audiences could relate to, we wanted to excite people about the prospect of playing music on-demand and encourage them to download the app to start their free trial,” explained Now, director of digital, Alex McCloy.
“Based on our work in the past we knew Spark and Paragon were the teams to make this happen. The ad creative is fun, uplifting and relatable to all audiences including families and with 10,000 registrations in the first 15minutes – this campaign works!”
Neil Marra, founder and director of Creative Spark added:
“We have worked closely with Now during the development of the NOW+ Music App so it is fantastic to be part of the launch. We had a clear and concise brief that targeted music consumers who listen the Top 40 on radio, buy CDs and stream. We are really pleased with the film we created as it aligns to all demographics and demonstrates the freedom of the NOW+ Music App.”
Paragon Pictures were tasked to develop a new, exciting creative to capture viewers both young and old and tap into the nostalgia of the brand. We did this by featuring a cast of all ages in situations we all listen to music in. Due to the tight deadlines needed for the TVC to air in conjunction with the redesigned app’s launch, the commercial was shot in a single, very busy day in and around Manchester City Centre. We utilised locations close to each other to minimise travel and set up time whilst maximising the amount that we could shoot within the time limits.
We set dressed Hulme park to look like a fun run, rented a double decker bus and created our own traffic jam in Manchester City centre.
VFX was used to replace the mobile screens in post. This then allowed flexibiltiy in case the shots needed to be changed to accomadate for any new tracks or features. Doing this also allows for any future changes the app may undergo so the video can be repurposed; delivering the most bang for buck.
The high paced energy of the add keeps the excitement up and shows the app being used in real world scenarios. Since airing on time and within budget, the TVC has had a great response from both Sony Music and the viewers.