Q&A: New image campaign connects with viewers across all devices

Talk about the style of the campaign?

To create the song and campaign, we started by sketching out 3-4 simple song ideas on a guitar. Just a click track, chord changes, lyrics and rough vocal.

What usually happens is that certain chord changes, lyrics, and parts of a verse or chorus start to stand out. And then you begin to mix and match the best pieces together into one song. In the case of “Everywhere I Go” – that lyric was just one idea out of many.

In the end we felt that the refrain “Everywhere I Go” truly captured and conveyed the message of the campaign in the most genuine and impactful way.

In terms of the production style of the song – we wanted it to have mass appeal and sound like a lot of the music that’s popular right now. We chose to take it in an Americana-tinged folk/pop direction – acoustically driven, energetic and vibrant. We liked the idea of a big unison vocal chorus with male and female singers to give the sense of people jumping onto a “bandwagon” of connecting to their local station in all these different ways.

What types of mixouts and versions are available?

The “Everywhere I Go” package includes Full Song/60s/30s/15s/10s/IDs along with full sing, donut, tag and instrumental mixes.

Also included are video spot templates with selected video elements. Some station choose to drop in their local shots into our spot templates, while others create their own spots from scratch. We put a great deal of time and thought into creating our video spots and always consult with local station creative directors to get their input.

We are always thrilled to see so many stations using our spot templates and creative roadmaps. There are few things more rewarding than creating a song and campaign that gets our clients excited, and even more importantly, making a big splash in their market with their audience.

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For more information about “Everywhere I Go,” visit the SAM website at this link.