Kiss 100 continues livesexy theme with 'countdown' watch

The Emap Performance radio brand Kiss 100 is launching a £1.8 million campaign as the next part of its livesexy activity.

Created by Mother, the brand campaign features a wristwatch that counts down listeners' lives, inspiring people to "livesexy" by reminding them how long they've got left to live.

The campaign will run during October and November. It combines a national outdoor campaign with activity in Metro and store events in central London.

Poster creative introduces the "wristwatch that counts down your life" with three executions. "Find the power" shows a wristwatch in a pair of hands, "follow the light" has the wristwatch on top of a lighthouse and "unlock the secret" has a key opening a globe containing the wristwatch.

The poster work encourages listeners to experience Kiss 100 and visit its website, livesexybeforeyoudie.com, created by Poke.

Mother's Iain Newton said: "Because it's from Kiss 100 it was important that the campaign had its tongue planted firmly in its cheek."

Starcom Motive handled the media planning and buying and Naked Communications developed a communications strategy to involve the 15- to 24-year-old target audience.

The campaign will also include SMS, PR, LED posters and a viral activity.

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