The launch of the Apple Music Voice plan
Apple Music introduced a new lower tier subscription offer for non-subscribers, that allows them access to Apple Music’s 90M songs with just your voice. For the marketing campaign, we leaned on the simple prompt of “Hey Siri, play…” and built a whole creative design system around it that was leveraged across OOH, Social, Digital Performance and Email.
As the Lead Producer across the campaign, I worked closely with creative teams to develop the design system and how it would be executed across the different channels as well as managed the overall production workflow. To kick-off the campaign, we built a concept for OOH and Digital performance that had the “Hey Siri, play” prompt in conjunction with track names that were contextual to the placement of the OOH board or where the banner showed up on a site. It was a large production and BA effort that had us clearing 300+ track names, producing 500+ unique OOH boards across LA, NY, SF, Las Vegas, Chicago, Nashville and Boston and 500+ unique Digital Performance banners all within the span of a 3-4 week production turnaround.
