In 2006, XM Satellite Radio was looking to re-establish itself as the premiere audio entertainment service.  In order to do that, the company had to come together behind a single, cohesive branding effort that struck an emotional cord with current and perspective subscribers.

After helping select a new creative agency partner, I lead an effort to redefine the XM brand positioning and look & feel and then create a tightly integrated, yet highly flexible and creative campaign that cut across advertising, web site, retail, packaging, partnerships, etc.

The breakthrough campaign resulted in all time highs for XM brand & ad awareness. Added over 6 million gross subscribers in less than 24 months. Top 20 Ads of 2006 (based on USA Today’s national consumer survey); Adweek’s 100 Best of 2006.

After the success of the initial launch, the campaign was expanded to reflect the breadth of XM’s content offering and the diversity of its audience.  From rock to hip hop, country to classical, the Grammys to the Stanley Cup, MLB to Indy Car racing, in your car or your pocket, and even in Spanish, the flexibility and efficiency of the campaign allowed XM to touch on a plethora of functional and emotional benefits, all while remaining extremely consistent in how the message was delivered and how the brand was defined and delivered to consumers.

The strength of this new branding effort by XM not only resulted in all time highs for XM brand awareness and positive perception, its consistency and integration helped drive greater efficiencies and its impact & flexibility helped grow the XM business by over 2 million subscribers in less than 18 months.