LiSTNR gives Aussie ears a voice in new brand campaign

SCA has unveiled an innovative new brand campaign for LiSTNR, which launches today (Wednesday, January 28).

The fully integrated campaign demonstrates how LiSTNR creates and curates content locally for every mood, moment and interest.

SCA says ‘What Aussie ears want to hear’ reinforces LiSTNR’s position as Australia’s leading audio brand, connecting with audiences wherever they are.

It 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 via ‘singing ears.’

The unique tastes of each ear reflect the diversity of Australian listeners, from RnB-loving commuters to footy-mad remote workers.

The singing ears were crafted locally through a blend of practical and visual effects. Physical, oversized silicone ears were created and puppeteered in rhythm with the music, then 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 will run 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 (pictured above) 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 Chief Operating Officer (pictured above), 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.”