Creative Spark behind Now Music app launch

Stephen Chapman's picture
by Stephen Chapman

Creative Spark has created a national television campaign to launch the new Now Music app.

The app enables fans of the long-running Now albums to access the full back catalogue through personal playlists.

The launch film features runners, commuters and families getting nostalgic over 40 years of Now albums. It will be aired on ITV, MTV and Sky channels.

“We wanted a campaign that our audiences could relate to, we wanted to excite people about the prospect of playing music on-demand and encourage them to download the app to start their free trial,” explained Now, director of digital, Alex McCloy.

“Based on our work in the past we knew Spark were the team to make this happen. The ad creative is fun, uplifting and relatable to all audiences including families and with 10,000 registrations in the first 15minutes – this campaign works!”

Neil Marra, founder and director of the Manchester agency added:

“We have worked closely with Now during the development of the NOW+ Music App so it is fantastic to be part of the launch. We had a clear and concise brief that targeted music consumers who listen the Top 40 on radio, buy CDs and stream. We are really pleased with the film we created as it aligns to all demographics and demonstrates the freedom of the NOW+ Music App.”