Today, consumers mostly think of SiriusXM as the satellite music option for when they’re in a rental or borrowing their dad’s car. Most don’t realize that it can be used like any other music platform to access your favorite artists and content. But SiriusXM is actually home to every kind of entertainment, and entertainer, plus voices and live content that you simply won’t find anywhere else - all with a new app that takes SiriusXM out of the car, and into absolutely everywhere else. In order to communicate how SiriusXM brings all of this amazing content together under one roof, we physically brought all of this content together, well, under one roof - proving that everything you want to hear, lives here.

In Bunkmates, we get an after-hours look at the residents of the Home of Sirius XM. Who knew Conan O’Brien and Brad Paisley had matching pajamas? On this particular night, Conan is enthralled at the prospect of the places he can listen to the SiriusXM app — he’s just realizing you can listen in your car… and EVERYWHERE ELSE. He rattles off an obnoxiously long list of possibilities, and his unlikely (literal) bunkmates, Brad and Larry Fitzgerald have had ENOUGH. We get a hilarious view of all three levels of the bunk beds, and see Larry and Brad attempt to quiet their chatty roommate, to no avail. SiriusXM is just TOO exciting. Stars, they’re just like us (and our annoying roommates that keep us up all night).

Our entertaining scenarios and storytelling throughout the Home of SiriusXM campaign successfully communicated that SiriusXM is worthy of listening to beyond the car, exceeding the brand’s goals and objectives for the campaign: Awareness of standalone streaming increased to the highest it’s been, spurring the streaming trials to match. Our results demonstrated a positive correlation between streaming trials and brand health – and our brand spend showed a high correlation to Ad Awareness, Attention, Consideration, and Purchase Intent. And importantly, beyond hitting our on business goals, the work got consumers talking: reintegrating the brand into culture at a magnitude not seen in years.