SCA has unveiled a new brand campaign for LiSTNR, Australia’s leading audio brand.
The fully integrated campaign, celebrates LiSTNR’s deep understanding of Australians’ diverse listening tastes, highlighting how LiSTNR creates and curates content locally for every mood, moment, and interest.
‘What Aussie ears want to hear’ is a brand platform that reinforces LiSTNR’s position as Australia’s leading audio brand, connecting with audiences wherever they are. The campaign will roll out across TV, cinema, digital, social, out-of-home, radio and digital audio.
The campaign, via AMOK Creative, brings LiSTNR’s personality to life through inventive, playful creative, personifying the unique audio tastes of Australians via visually arresting “singing ears”. The unique tastes of each ear reflect the diversity of Australian listeners, from RnB loving commuters to footy-enthusiastic remote workers, bringing a visual representation to the platform’s rich, locally curated audio content and celebrating the uniquely personal experience of listening.
The singing ears were crafted locally through a unique blend of practical and visual effects. Physical, oversized silicone ears were created and puppeteered in rhythm with the music, then seamlessly integrated into the final scene. The films were created in collaboration with Hooves and Electric Sheep Music, while all other campaign assets were developed in-house at SCA.
The campaign kicks off on January 28th running in bursts for the remainder of the financial year and beyond. The integrated campaign will run nationally across free to air, BVOD and subscription TV, Hoyts cinemas, YouTube, TikTok, Meta, Hit, Triple M and LiSTNR. In Sydney and Melbourne it will run on large and small format OOH and transit.
Naomi Gorringe, SCA’s head of marketing said: “In a media landscape flush with advertising messages, this campaign is designed to grab peoples’ attention and entertain them. By turning the intimate act of listening into something visible, unexpected and unmistakably LiSTNR, we’re showing how deeply we understand our audience and their tastes. Marketers now know ‘the extraordinary cost of dull’, so we set out to create something far from it – it’s bold, memorable, and entirely ownable, exactly the kind of creativity that positions LiSTNR as Australia’s leading audio brand.”
Michael Dawson, creative director at AMOK Creative added: ‘Given there are some global players in this category, standing out was non-negotiable. We set out to create a campaign that was bold, memorable, ownable…and a little bit weird. We found some very willing production partners in Hooves and Electric Sheep, and had a lot of fun bringing the concept to life.’
Stephen Haddad, SCA’s COO said: “LiSTNR is Australia’s leading audio brand because we truly understand what Australians love to listen to. Built on the scale and diversity of our audience, LiSTNR brings together over 800 podcasts alongside live sport, music and news to soundtrack every mood, moment and interest.
“This year marks an exciting new phase of growth for LiSTNR, as we continue to expand our podcast offering and invest in innovation that makes listening more personal, intuitive and impactful. This campaign brings that to life, celebrating the deeply personal relationship audiences have with audio.”
LiSTNR is Australia’s leading digital audio platform, offering free, compelling content including SCA’s FM, AM, and DAB+ radio stations, live AFL, NRL, and international cricket coverage, over 50 music playlists, local news, and more than 800 podcasts from top Australian and global creators. With over 2.4 million signed-in users and a total LiSTNR Audience Network reaching an estimated 10 million people each month, LiSTNR delivers highly personalised audio experiences for every mood, moment, and interest.
LiSTNR’s new brand campaign launches on Wednesday January 28.
Production Credits:
Project Management / production of non-film assets: SCA
Creative Director: Michael Dawson – Amok Creative
Film Production Company: Hooves
Film Director: Nathan Ceddia
Film Producer: Bella Millikin
Music: Electric Sheep Music
Brand Strategy: Neighbourhood Strategy
