XM Satellite Radio, is launching a new national consumer campaign aimed at gridlocked commuters. The multimedia effort for XM NavTraffic launched yesterday, reminding drivers that with XM NavTraffic they can "Get There Faster." The campaign reaches consumers when traffic hassles are top-of-mind, while tuned into local TV or online traffic reports.
XM NavTraffic is available in more than 40 vehicles in the 2009 vehicle model year.
The campaign, with the tagline "Get There Faster," launches with three 10- second television spots that use XM’s signature line art animation that originated with XM’s creative agency, Lowe New York. The TV spots portray drivers in their cars listening to XM’s commercial-free music channels, and using their XM NavTraffic service to find an alternate, quicker route to their destination. The spots were developed by DC creative shop Brand-Aid, working closely with XM’s in-house creative services.
The spots debuted in more than 30 major markets, adjacent to local TV traffic reports in morning and evening local news.
In addition to television spots, the campaign will also include online advertising and billboard placements in high-traffic locations. XM’s OEM partners Nissan, Infiniti and Lexus have highlighted NavTraffic in recent TV advertising promoting specific vehicles.