3 targets students with SUBtv music sponsorship deal
December 1, 2004
SUBtv, the national student union TV channel, has signed a deal with the UK's first video mobile network 3, which will sponsor SUBtv's new Video Jukebox in its 65 union venues.
Reaching an audience of 1.2 million across the SUBtv network, the campaign features 3's Japanese style "critter" characters in a series of sequences specifically designed to promote 3's message we like music' and 'we like sharing' on plasma screens installed across student unions throughout the UK. The campaign will run daily for a 10-week period.
As the music and advertising spots play, students will be able to text the screens so that their message will appear on the local tickertape. The promotion reinforces 3's position as a leader in mobile entertainment.
Peter Miles, Chief Executive of SUBtv, comments: "3 is a very dynamic brand, with a creative approach that puts the youth audience at the centre of everything they do, focusing on the importance of brand engagement. They are using our unique proposition in a clever way to build a relationship with young opinion formers.'
Gareth Jones, COO for 3 said:"3 is the fastest growing mobile operator in the UK and the youth market is important to us. Our full-length music videos, games and Barclays Premiership action are all proving popular and our unbeatable price plans and leading handset portfolio means this is going to be our 3G Christmas."
The creative for the campaign was developed by MEME digital, Faraaz Marghoob, MEME's Strategy Director says 'It's an exciting new opportunity - we're reaching an important audience in an engaging way. SUBtv's platform is a great enabler, but it's the quality of the creative that will create cut through for 3 as a sponsor and an advertiser'.
The campaign runs from November 22nd for 10 weeks.
|
