BJL and Crown seek musical inspiration for new ad
Crown Paints has launched a competition to find a budding musician to soundtrack its upcoming TV campaign.
Crown's creative agency BJL came up with the idea and says it will give one undiscovered artist the "type of national exposure money can't buy".
It has launched the competition on the music blog anewbandaday.com, where entrants can upload their songs.
A panel including James Endeacott, who first signed the Libertines, and fashion designer and "music connoisseur" Wayne Hemmingway will help find the winner.
BJL has launched a second social media campaign for Crown encouraging people to share "a memory or story that means something personal" for the chance to win a makeover.
Their submissions will be geo-mapped to create a 'map of inspiration' on the What is personal to you microsite.
Charlotte Thompson, development director at BJL, said: "When we developed the new positioning strategy for Crown, the next natural step was to bring social media into the channel mix.
"This initiative is truly bringing to life the ‘it’s not just paint’ it’s personal’ creative concept in the online space, and we are delighted with the results so far.”
Crown's marketing manage, Sally Heppenstall, added: “This initiative is our first real foray into social media, so it’s a really exciting time for the brand. We tasked BJL with creating noise around the launch of our new positioning, and were really enthused by their well thought through ideas and joined up thinking.”