Mobile network 3 has launched an integrated marketing campaign, designed to raise the profile of its new 3MusicStore service. The campaign will include TV, outdoor, radio, online, in-store and experiential advertising.
The 3MusicStore offers 3s customers access to over 500,000 tracks, and allows customers to search using a variety of criteria, and to buy full tracks via the web or their handset. 3 already accounts for more than 76% of the mobile music download market, with more than 3.5m downloads in the second quarter of 2006 alone.
The advertising campaign ties into 3s overarching goal for the 3MusicStore, which is to bring the best possible freedom of choice to the mobile music market. A vital part of this, and a message heavily pushed in the campaign, is the ever-present availability of the store.
The campaign kicks-off today with a 30-second TV spot, devised by WCRS. The TV advertising will be followed by an intensive outdoor campaign, which 3 says is “designed to turn the streets of the UK into a giant music store.” The aim of this work, which starts on 23 October and runs for over a month, is to push the message that 3s customers will be able to access music wherever they go.
The campaign is also supported by online, radio and in-store activity, and is part of a wider music focus for 3. This includes the launch of Sony Walkman phones, exclusive Front Room gigs with famous artists, and the announcement of the winner of the First Cut awards for up-and-coming bands.
Our campaigns have always set out to be as individual as possible to highlight that were no ordinary network, emphasizing a value which is core to our brand says 3UK Director of Brand and Marketing Communications, Gary Pepler. This is something which we have again achieved with this campaign. By using an integrated approach, we are ensuring this innovative new service achieves maximum impact spreading the word about a great new way for people to download music wherever they are.