New Video: Now+ Music App TVC goes live
Towards the end of 2017, Paragon Pictures and Creative Spark created a national television campaign to launch the newly updated Now Music app. The app enables fans of the long-running Now albums to access the full back catalogue through personal playlists.
Paragon Pictures were tasked to develop a new, exciting creative to capture viewers both young and old and tap into the nostaglia of the brand.
The launch film features runners, commuters and families getting nostalgic over 40 years of Now albums which is currently airing on ITV, MTV and Sky channels.
“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 they were the team 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!”
The commercial was shot during a very busy one day shoot in and around Manchester City Centre. Due to the tight deadlines, we utilised locations close to each other to minimise travel and set up time whilst maximising the amount we could shoot within time limits.
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.