Exuberant singing nuns spread the joyous word throughout a hospital
in Mother's national launch campaign for Emap's Magic TV.
The launch of Magic in September was part of Emap's long-term strategy
to develop its music brands across all platforms, including magazines,
radio, online, events and television.
Over the past year, Emap has launched Kiss TV, Kerrang! TV, Q TV and
Smash Hits. Magic TV's launch complements Emap's established pop
channel, The Box.
Emap has seen the launch of Magic TV as the obvious brand extension of
the radio station, following a significant rise in listening figures.
The latest Rajar figures showed a 12 per cent rise in adult listening
hours year on year for Magic 105.4 in London, and a 13 per cent rise for
the Magic network as a whole.
Mother's campaign builds on previous positioning work for the radio
brand by demonstrating the positive effect the Magic brand has on its
listeners. In the TV campaign, Magic nuns sing and dance to Queen's
Don't Stop Me Now in a hospital ward while various morose invalids
manage to crack a smile at their vigorous antics.
From early next year, Magic and other Emap channels will be available on
Telewest Digital as well as Sky Digital. Emap hopes this will assist in
its goal of exceeding a 50 per cent share of music viewing in
multi-channel homes.
Andy Bellass of Mother said: "A few months ago Magic took the nuns to
Liverpool Street station to sing Magic songs to the morning commuters.
The response was so incredible and true to the brand's feel-good
proposition that we felt it only natural to take them on to TV."
The campaign was written and art directed by Mother and directed by
Trevor Melvin through Arden Sutherland-Dodd.
Media planning and buying is through Rocket.
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