Backstory
SoundCloud is a music sharing service over the cloud created by Swedish sound designer Alexander Ljung and Swedish Artist Eric Wahlforss in Stockholm, Sweden. It allows users to upload original music and share them with users all over the world. Users upload audio worth 12 hours each minute on the website, and over 175 million unique users access SoundCloud every month.
Problem Statement
It’s not listeners first choice of audio streaming platform. Due it having bad discoverability.
Primary Target Audience
Demographics
16-24 years old
Male and female
Lives in Urban, Semi-urban, metropolitan
Education level: Undergraduate, High School
Middle income to Higher income
Chinese, Malay, Indian
Psychographics
Have music background
Enjoys local arts and musics
Secondary Target Audience
Demographics
24-30 years old
Male and female
Lives in Urban, Semi-urban, metropolitan
Education level: Graduates, High School
Middle income to Higher income
Chinese, Malay, Indian
Psychographics
Have music background and wants to utilize this talent to make money.
They talented musician who expects some exposure every time they create music.
They take every chances to get their work out there.
Advertising Objective
To increase the listeners on soundcloud by introducing new musics to them.
Concept and Idea
In order to encourage more users to listen on soundcloud, we can start small and utilize local underground artists. The main idea here is asking them to be the first to listen to the future music creator.
Visual Idea
This campaign is a copy based ad, so there’s less visual and more words.
Billboard
These billboard will be placed at main highways of the klang valley. We chose billboard because most of our target audience would own a car by that age and would drive to work and would probably see these billboard when there’s traffic.
Social Media
We decided that we will place these ads on Facebook. On soundcloud facebook there’s much more engagement (Ie. follows, likes and comments), compared to Instagram.
Public Transport
There are public transport ads in this campaign because public transport is where most people out on their headphones and listen to music.
Youtube Overlay
Youtube overlays is a must because most people including music creators will go to Youtube to watch music or even watch music tutorials.
Radio Advertisement
We chose radio ad because it is very essential to our campaign due to our brand being a music streaming service. We are also considering that our target audience would still be listening to radio in their cars or when they are working.
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