Satellite Radio Service Is Aimed at Drivers
SAN FRANCISCO–Satellite radio broadcaster Sirius Satellite Radio named Goodby, Silverstein & Partners its advertising agency following a review.
Billings are undisclosed. Details of the review were not immediately available, and the finalists were not disclosed.
XM Satellite Radio in Washington, D.C., a key competitor of New York-based Sirius, is conducting a review for its own account, worth $100 million [Adweek, March 20].
Goodby is expected to break a national TV campaign for Sirius early next year. The San Francisco shop will also create retail, trade, online and vertical-market advertising.
Sirius is building a digital satellite radio system that will deliver 100 commercial-free audio channels to motorists for $9.95 a month. The system is due to be up and running by the end of the year.
Sirius has inked exclusive agreements to factory-install Sirius receivers in DaimlerChrysler, BMW, Ford, Jaguar, Mazda and Volvo vehicles.
“This is big, great … wonderful,” agency co-chairman and creative director Rich Silverstein said. “It’s a unique product. … You’ve never had 100 stations on your car radio before.”
Silverstein added that the service will keep drivers from being “held hostage” by boring radio.
The approach for the campaign has not been decided, he added. K