Best Music Integrated Ad Campaign

In the spring of 2013, Saatchi & Saatchi approached Pandora looking for an engaging, social, artist-based consumer experience that would help Toyota drive purchase intent and brand awareness of key automobile model launches among Adults 18-49.

Based on the campaign objectives, Pandora created Toyota Sessions, a custom Pandora station featuring an artist series focused on the life and career of emerging artists. This is a first-of-its-kind program on Pandora that brings personal music discovery to life through cross-platform audio/video content and live concert experiences, giving Pandora listeners a 360-degree brand experience.

To achieve the overall marketing objectives, the program focused on four main campaign strategies:

1. Connect with consumers through the shared passion point of music
2. Reinforce the sound of the Toyota brand
3. Organically integrate the Toyota brand into the Pandora listening experience
4. Provide value through exclusive, original content

Currently mid-campaign, Toyota Sessions has driven significant listener engagement, social activity and consideration intent for Toyota. With over 1.2 million station adds since the program’s launch, Toyota Sessions has become the most added branded station ever on Pandora. Most importantly, listeners have engaged with the station for more than 200,000 total hours and the Toyota brand has seen a 25% increase in consideration intent, helping to solidify the overall success of the program.

Contributors:

Heidi Browning:	Senior Vice President Strategic Solutions, Pandora
Dionne Colvin:	National Media Manager, Toyota
Clifton Atkinson:	Senior Communications Director, Saatchi & Saatchi
Tricia Butler:	Sales Executive, Pandora
Tony Calzaretta:	Vice President Creative Services, Pandora
Tali Zitman:	Program Manager, Pandora
Dan Gahr:	Senior Creative Producer, Pandora
Dan Weiner:	Vice President West, Pandora
Matt Ostrower:	Senior Director Artist Partnerships, Pandora
Meaghan Kessman:	Executive Director Automotive, Pandora

PANDORA

Location: United States