Driiing - this is Snoop Dogg speaking
Mobile Advico Young & Rubicam brings the stars of urban music to mobile phones for Sunrise.
Mobile Advico Young & Rubicam brings the stars of urban music to cell phones for Sunrise The music market is experiencing three megatrends: more and more people are buying their music online, taking it with them everywhere as MP3 files and listening to urban music. That's why Sunrise and Universal Music are launching EAR'Dis, the first prepaid offer for mobile phones with a complete download platform for urban music. The project is considered so "sensational" by the industry that the agency was only able to work out its ideas in the strictest secrecy, and with Sunrise's new offer you can now literally get everything from a single source via your cell phone - from the latest tracks to virtual contact with the stars. And all this "at sensational prices", according to Norbert Egli, Head of Marketing Communication Mobile at Sunrise. The target audience for the new prepaid card is between 9 and 25 years old and will in future pay 5 centimes for a text message or 49 centimes for an hour of phone calls. The full tracks will be available from December 1.
Promoting such a music platform is naturally "an inspiring task" for the creatives at AY&R, as Urs Schrepfer and Daniel Comte are pleased to say as CDs. The benefit can be communicated very gratefully: With EAR'Dis, anyone can get the stars of urban music on their mobile. AY&R is now dramatizing this with TV and cinema commercials that bring this "Star Connection" to life. A virtual journey through a mobile whose inner life is a surreal world of stars is shown. We then exit the device through its screen and see one of the stars speaking to us from the mobile.
World stars appear in the Swiss campaign for EAR'Dis. This was possible because Universal Music has exclusive rights to these stars "and sees Sunrise as the right partner and because the company is strong in the prepaid sector", as consultant Lukas Tenger explains.
Parade of starsThe spot series starts with Akon and his hit single "Smack That", followed by Snoop Dogg with "That's That" and Rihanna with "SOS" and "Unfaithful", says Ivo Sacchi, CEO at Universal Music. Filming took place in Los Angeles, London and Copenhagen. Rihanna, for example, stood in front of the camera for EAR'Dis Backstage just before picking up her "Best R'n'B Act" award at this year's MTV Awards. The films were realized by Zurich-based Marco Lutz, a true insider of the video scene.
The campaign was launched on November 18 and can be seen on Swiss television, in the Swiss advertising windows of foreign private broadcasters and in Swiss cinemas. The campaign is accompanied by a national advertising campaign in youth-specific magazines and popular titles such as SonntagsBlick and 20 Minuten. There will also be a strong presence at Sunrise points of sale, including a star display featuring Snoop Dogg.
Andreas Panzeri
Promoting such a music platform is naturally "an inspiring task" for the creatives at AY&R, as Urs Schrepfer and Daniel Comte are pleased to say as CDs. The benefit can be communicated very gratefully: With EAR'Dis, anyone can get the stars of urban music on their mobile. AY&R is now dramatizing this with TV and cinema commercials that bring this "Star Connection" to life. A virtual journey through a mobile whose inner life is a surreal world of stars is shown. We then exit the device through its screen and see one of the stars speaking to us from the mobile.
World stars appear in the Swiss campaign for EAR'Dis. This was possible because Universal Music has exclusive rights to these stars "and sees Sunrise as the right partner and because the company is strong in the prepaid sector", as consultant Lukas Tenger explains.
Parade of starsThe spot series starts with Akon and his hit single "Smack That", followed by Snoop Dogg with "That's That" and Rihanna with "SOS" and "Unfaithful", says Ivo Sacchi, CEO at Universal Music. Filming took place in Los Angeles, London and Copenhagen. Rihanna, for example, stood in front of the camera for EAR'Dis Backstage just before picking up her "Best R'n'B Act" award at this year's MTV Awards. The films were realized by Zurich-based Marco Lutz, a true insider of the video scene.
The campaign was launched on November 18 and can be seen on Swiss television, in the Swiss advertising windows of foreign private broadcasters and in Swiss cinemas. The campaign is accompanied by a national advertising campaign in youth-specific magazines and popular titles such as SonntagsBlick and 20 Minuten. There will also be a strong presence at Sunrise points of sale, including a star display featuring Snoop Dogg.
Andreas Panzeri
