O2 launches digital music campaign

Vallance Carruthers Coleman Priest has created an integrated campaign to promote the launch of "O2 Music".

The new "over the air" service allows music fans to download the latest chart hits via their mobile phones and play them through the O2 digital music player.

The TV spot shows a variety of scenes and objects, from a forest to icebergs, sunflowers and a football pitch. All are pumping out music specially composed by Fat Boy Slim.

The actor Sean Bean provides the voiceover: "Download music through your mobile. Whenever, wherever. See things differently. See what you can do with O2 ."

The endline reads: "O2. Digital music player."

The ad was written by John McLaughlin and art directed by Mark Orbine. The director was Ivan Bird through the production company Serious.

The TV work will be supported by 48- and 96-sheet posters, flyposters and stickers, which will be positioned on roadside railings and lamp posts in urban areas.

Speakers will be embedded into the walls of bus shelters at 50 sites across the UK. By pressing the speaker images on the posters, passengers can hear music tracks from O2's partner, East West Records.

The TV execution will run on satellite and terrestrial channels and will focus on youth and music-based programming including MTV, Kiss Music and CD:UK.

Press buying is by ZenithOptimedia. TV buying is by The Allmond Partnership, and media planning is by PHD.

Susie Moore, the head of brand and marketing communications at O2, said: "By using a range of fresh and innovative media, we are able to bring music to unexpected places."

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