A bold awareness campaign that showed how Soundtrack transforms customer flow, brand energy, and sales, one beat at a time.
Client
Year
THE CHALLENGE
Low awareness, high competition and an invisible problem.
78% of SMBs use personal streaming services in-store.
64% aren’t aware that doing so breaks licensing rules.
10% of business owners know about Soundtrack.
3 % of those currently use Soundtrack.
THE TASK
Create awareness, consideration, and curiosity.
We needed a bold concept that could cut through B2B fatigue, build emotional resonance, and make business owners understand the role of music.
Our goal was to reach people emotionally, and convert them rationally. That meant making more people aware of Soundtrack, and aware of how deeply music connects to real business outcomes.
THE STRATEGY
Insight:
Music shapes how customers behave, how brands feel, and how staff perform. From there, we built a story that turns that truth into something visual, memorable, and emotional.
The creative concept:
Prove that the right music can trigger people’s actions.
The idea:
The Vibe Jockey. A dancer, part metaphor, part mascot, moves through frozen hotel lobbies, restaurants, and retail stores. With each beat drop, the space comes alive.
Main message:
Music gets your business moving.
THE RESULT
We created a metaphor that dances into your memory
- A bold new creative personality for Soundtrack
- Seamless connection between storytelling and product promise
- Distinctive assets that works across paid, owned, and earned
Key takeaways
Emotional storytelling works (in B2B too).
The campaign ditched dry functional messaging in favor of a metaphor that sparked curiosity, connection, and memorability.
One character can carry a complex message.
The Vibe Jockey became a living, dancing symbol of what Soundtrack does. Turn music into business.
Bold beats safe.
We cut through the noise in a saturated market and gave Soundtrack a voice no one else had.
Product truth + metaphor = stickiness
At its core, this was about music powering business. But by turning that into a character we made it unforgettable.
We proved that music gets your business moving
