Tesco’s streaming service blinkbox music is set to press play on its first high-profile marketing campaign as the retailer invests millions of pounds to raise awareness of the service.
The campaign, created by Karmarama, focusses on blinkbox’s ability to “transform mundane moments” and will run on TV accompanied by outdoor tube and rail placements, digital display, VOD, radio and social media activity.
It is the first time Tesco has invested in above the line marketing for the web and app based service, which allows users to stream curated radio stations or generate their own based on what they like.
“This is the first time we’ve significantly advertised blinkbox music so it’s important that we show how we’re different to our competitors," said blinkbox music managing director Mark Bennett. "Surprisingly for a sector that is so dynamic and creative, music streaming is dominated by predominately functional messaging.
“Our campaign is unashamedly fun and celebratory, demonstrating the extraordinary power of music to enliven even the most mundane situations.”
The TV ad premieres on 14 March and shows a domestic scene 'transformed' by blinkbox music. A mum and her young son are transported from their kitchen into an over-the-top hip hop video, with the boy’s toy hippo springing to life and breakdancing.
The soundtrack to the advert is a specially commissioned remix of RUN-DMC - It’s Tricky, by producer DJ Fresh. A digital download version of the track will also be available to pre-order from 14 March on iTunes.
The awareness drive follows the recent sponsorship deal with ITV2’s series The Big Reunion, which saw blinkbox music support the TX as well as the national arena tour.
In January Blinkbox reported a sales spike of 245 per cent year-on-year over the festive period.