My Music Monster

Client: Sony Ericsson
Agency: Mediaedge:CIA
Platforms: TV (The Hits, The Box, Kiss, Q, Kerrang!, Smash Hits)

• Branded entertainment campaign to launch a new phone
• Client wanted to associate the new phone with music
• The feel required was that of a promotion created by the host channel, rather than a commercial. We worked with channel editorial teams to integrate the creative with the channel environment, to give the promotion the look and feel of authentic programming
• 3 x 60”
• Three executions: ‘rock’, ‘pop’ and ‘urban’
• Creative was matched to executions in other media, e.g. ‘rock’ execution was integrated with Q and Kerrang! magazine/online elements of the campaign