November 15, 2005
Listen Large launch
Filed under: Online, Outdoor, Television
XM Satellite Radio has launched a new campaign titled "Listen Large." The first 30-second spot seems to take a page directly from ESPN's popular series of spots for SportsCenter. It features celebrities such as Ellen Degeneres, Snoop Dogg and David Bowie (that combination sounds like the setup for a joke, doesn't it?) walking around the XM offices. The spot is just one aspect of the "Listen Large" campaign, which also includes outdoor and online components.
More and more mainstream ads will likely appear for both XM and Sirius, the other major player, as the idea of satellite radio becomes more and more common. One thing that "Listen Large" does is play into the idea of variety. Indeed that's one of the main selling points for XM, Sirius and increasingly over-the-air radio stations as well. Many Chicago radio stations advertise themselves as being the place to go for a wide variety of music, with one even using the term "shuffle" as part of its copy point. It's all to attract listeners by billing themselves as an alternative to their iPods or other MP3 players.
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