Celebrating 15 Years of Soundcloud - Ad Thesis 1

Ad Thesis - Project 1

Celebrating 15 Years of Soundcloud

This year marks the 15th anniversary of Soundcloud, which is an amazing achievement for what started as a small, grassroots sound-sharing service. Now, it's the site that has made some of the most famous artists in the world gain their legendary stardom.

For Soundcloud's 15th anniversary, they want a campaign across relevant channels to increase visits to Soundcloud from listeners and musicians, drive the trial of Go+ (their premium service), and celebrate the anniversary. This campaign is geared towards 18-35 year old music fans and artists.

Ideation

We looked at current campaigns for music streaming platforms to see what worked well, and why.

The bright colours and shapes in these ads were a huge inspiration for this campaign.

Twitters "If You Can Dream It, Tweet It" campaign and Spotify wrapped inspired us heavily.

The Big Idea

Interactive Social Media: Soundcloud Charts

Each month, Soundcloud uploads stats of the top 15 artists on the platform with the highest stream count for that month.

Fans have the opportunity to get their favourite artists or predictions on the list by streaming and sharing their music to increase their growth. This will bring more users to the app, and give more recognition and a larger platform for artists. Who’s next to join Soundcloud's resume of success stories?

OOH: Highlight Success Stories

Out of home wild postings and transit ads highlighting some of today’s biggest stars in music who got their start on Soundcloud.

For both parts of the campaign, we used similar imagery of the artists, used an orange colour palette, and used the same liquid-shapes (shown below) in all of the executions.