> CAMPAIGN
Eircom– Sleeveface
The campaign to promote Eircom’s MusicHub service was created by Chemistry and launched in January 2011. Fully through-the-line, it will run periodically until June.
Eircom has a very difficult job to do. It has to keep up with the lat- est technology trends, stay ahead of the many competitors in that space and then find an innovative way of marketing its products to a very fickle target audience. But, if the recent campaign for its newly launched MusicHub is anything to go by, it seems to be working hard to ensure it wins the battle. The Eircom MusicHub is a music streaming and download
service. It gives users access to millions of songs for a catalogue of artists across a variety of music genres. It also allows them to search and rate music, make playlists and follow other users. It is essentially a social media space for music lovers. To launch the concept, Eircom devised a totally integrated advertising campaign consisting of TV, radio, print, outdoor and online. All executions are extremely catchy, yet memorable, mak- ing it a campaign that will definitely excite consumers. The colourful TV execution focuses on actors replicating the
image on the front cover of a variety of record sleeves. For exam- ple, a record sleeve featuring the face of Billy Idol is held up by an actor to cover their face. To viewers, the sleeve seems to blend seamlessly into the image of the actor. The ad is set to the sound- track of the song ‘Tainted Love’, but in this case, lines of the song are taken from different recordings in a range of musical styles. The result is a commercial that is clever, quirky and entertaining. The digital element of the campaign includes a banner ad,
which once again has the record sleeve covering the face of the actor in the ad. The actor then proceeds to dance in the style of the artist featured on the record sleeve, such as Elvis, Michael Jackson and Bruce Springsteen. The linkage from the TV adverts to the banner advert is very effective and should make it attrac- tive for people to click through to the site itself and start buying! This is an example of a wonderfully creative and integrated campaign, which was probably very expensive to produce but will, no doubt, reap dividends for Eircom. The attraction of the adverts to me is that they hold your interest as entertainment before clearly delivering the source.
Finbarr Clarkson is managing director of Gaelite Signs.
40 Marketing Age Volume 5 Issue 1 2011
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