In the first advertising for its Milk Music streaming service, Samsung is looking to show off that it has something for everyone.
In a commercial appearing in cinemas over the July 4 weekend, music artists such as John Legend, Iggy Azalea and Charli XCX, Lady Antebellum and Cold War Kids make appearances as representatives of the different music genres available through Milk.
The commercial highlights Milk’s unique dial interface, which showcases 200 stations and 13 million songs. The spot literally puts a person in the center of a life-sized dial, where the artists appear as the person selects different stations and genres. “Welcome to Milk,” says a voiceover, “a new way to discover music. Just turn the dial and listen. No lists. No searching. Just millions of songs. You’ll find the ones you like. The ones you haven’t heard yet. And the ones that make you dance.” The spot concludes with the tagline, “The next big thing in music is here.”
“It brings to life the intuitive and entertaining way to enjoy and discover music through Milk Music,” a Samsung representative tells Marketing Daily. “Whether you are rocking out to your favorites or discovering new artists, Milk makes it simple and fun to browse more than 200 stations and 13 million songs, no matter what genre you’re in the mood for. Milk is also an incredibly personalized experience by offering users many ways to fine-tune it to suit their individual listening preferences.”
The cinema spot will be supported with a digital campaign that also launched over the weekend.