The SiriusXM Story

SiriusXM needed to introduce itself to a new generation of consumers who didn't know what it offers or why they'd pay for it. We started by developing a custom psychographic segmentation study of Millennial and Gen Z audio streaming users in Canada so that the brand could focus on the people whose values and attitudes were most in line with its offering. Then we sharpened the brand's positioning to capture the reality that no other audio entertainment provider gives you the breadth and depth of content you need to expand your pop culture knowledge and get closer to what you're into. Now we're helping the brand reinforce that when you have SiriusXM, you can truly live a Life Well Listened.