SCA has today unveiled a new brand campaign for LiSTNR, “What Aussie ears want to hear”. highlighting how the platform creates and curates content for every mood, moment, and interest.
The fully integrated campaign celebrates LiSTNR’s understanding of Australians’ diverse listening tastes and rolls out across TV, cinema, digital, social, out-of-home, radio and digital audio. You can watch the behind the scenes making of below.
With AMOK Creative, the campaign brings LiSTNR’s personality to life through inventive, playful creative and visually arresting “singing ears”. Each ear reflects the diversity of Australian listeners, from RnB loving commuters to footy-enthusiastic remote workers.
The singing ears were crafted locally with physical, oversized silicone ears created and puppeteered to music and visual effects.
Naomi Gorringe, SCA’s Head of Marketing said:
“In a media landscape flush with advertising messages, this campaign is designed to grab peoples’ attention and entertain them. By turning the intimate act of listening into something visible, unexpected and unmistakably LiSTNR, we’re showing how deeply we understand our audience and their tastes. Marketers now know ‘the extraordinary cost of dull’, so we set out to create something far from it – it’s bold, memorable, and entirely ownable, exactly the kind of creativity that positions LiSTNR as Australia’s leading audio brand.”
Michael Dawson, Creative Director at AMOK Creative added:
‘Given there are some global players in this category, standing out was non-negotiable. We set out to create a campaign that was bold, memorable, ownable…and a little bit weird. We found some very willing production partners in Hooves and Electric Sheep, and had a lot of fun bringing the concept to life.’
Stephen Haddad, SCA’s Chief Operating Officer said:
“LiSTNR is Australia’s leading audio brand because we truly understand what Australians love to listen to. Built on the scale and diversity of our audience, LiSTNR brings together over 800 podcasts alongside live sport, music and news to soundtrack every mood, moment and interest.
This year marks an exciting new phase of growth for LiSTNR, as we continue to expand our podcast offering and invest in innovation that makes listening more personal, intuitive and impactful. This campaign brings that to life, celebrating the deeply personal relationship audiences have with audio.”
LiSTNR is SCA’s audio platform they built from the ground up which plays out on FM, AM, and DAB+ radio stations, everything from live AFL, NRL, and international cricket coverage to over over 50 music playlists It has local news and more than 800 podcasts from Australian and global creators. With over 2.4 million signed-in users and a total LiSTNR Audience Network reaching an estimated 10 million people each month, LiSTNR delivers highly personalised audio experiences for every ear.