Sony Mobile  |  MUSIC MONSTER

Integrated Brand Campaign
Concept / Creative Direction / Art Direction

The Music Monster campaign helped Sony Mobile launch their walkman handset range. Above is a selection of the TV sponsorship bumpers, featuring generic launch monsters and some user generated creations.

This was one of the supporting 'blipverts'.

This film offers a more detailed campaign summary.

Click above for some snapshots of various campaign touch points.

And if you fancy seeing how the critters came to be, here's a production run-through...

A massive multi-channel invasion, led by our audience and fuelled by their love of music.

CHALLENGE:
How could Sony Mobile reinforce its position as a credible music brand, to launch its Walkman handset range to a youth audience?

RESPONSE: 
A huge integrated campaign was built around a central thought - we all love music in our own way, and inside each of us is a unique Music Monster that encapsulates this.

The anchor for the campaign was an innovative competition. Users were encouraged to create their own unique Music Monster and share it with the world. The best creations submitted would feature in TV sponsorship bumpers across 12 music channels, in-store, online and in outdoor ads, each time crediting their creator. 

The idea directly engaged the audience, encouraging them to express their passion for music and giving them the tools to do so. Supporting activity included display, outdoor, editorial partnerships, festival sponsorship (Wireless), pop-up events and promotional giveaways.

RESULT:
Over 100,000 Music Monsters were created, the brand saw a complete product sell-out, and the campaign earned a Campaign BIG award and a Cannes Lions shortlisting.