Rogers Wireless breaks mobile music campaign
By Adnews Staff
Cell phone provider Rogers Wireless of Toronto began a new advertising campaign this week promoting its MP3-capable phones and related services. Aimed at youths, young adults and couples, the campaign consists of television, radio, print and out-of-home advertising, including wrapped transit vehicles. The two TV commercials focus on Real Trax, which are downloadable clips of songs that can be used as ringtones. The first ad, called "Birds & Peas," depicts a father attempting to explain the facts of life to his teenaged son. The conversation is interrupted by the son's cell phone, which rings with a clip of a sexually charged song. The second ad, called "Puberty/Mom," shows a young couple receiving a call. They identify the caller as the boyfriend's mother by the distinctive ringtone: a heavy metal song. The campaign, which was created by MacLaren McCann, will run until Aug. 7. The service being promoted by the campaign is the recently-launched Rogers MusicStore, a digital music store that allows customers to download purchased songs to their computer and to an MP3-capable cell phone. The service can also be accessed by cell phone. In addition to full songs, the store will also be the point of purchase for Real Trax musical ringtones. The service is being operated in association with Melodeo Mobile Music Service of Seattle, WA. "Rogers Wireless was named the favourite wireless brand in Canada for youth by Trendscan Youth Culture, and we will continue to earn this position with youth by providing them with access to the things that matter most to them," said Rob Bruce, chief marketing officer at Rogers Wireless. "Rogers Wireless appreciates the power of music in the lives of Canadian youth and young adults. We're delighted to be the first carrier in North America to put full track, original recordings into the palms of their hands."