Emeli Sandé stars in £7.3 million through-the-line advertising campaign for O2 Tracks
Multi-Brit award winner Emeli Sandé has signed on to be the new face of O2’s music app O2 Tracks as part of a £7.3 million through-the-line advertising campaign.
Sandé will now star in a TV ad for the app directed by Ben Newman. The ad features Sandé finishing a gig and coming face-to-face with a fan listening to her on O2 Tracks on the Tube home.
“As a songwriter and music fan I’m always keen to find out what’s made the Top 40 every week,” said Sandé. “Never has there been such a diverse time for music and O2 Tracks is fantastic because it means I don’t have to do anything to keep up. All the latest entries are there on my phone so I can listen to them wherever I go.”
The TV ad is supported by digital and mobile advertising, as well as interactive outdoor ads that allow fans to interact with the Official Singles Chart and listen to 30 second previews of Top 40 tracks. O2 has also engaged Twitter and Facebook for a major advertising push.
Sally Cowdry, consumer and marketing director for O2, commented: “O2 has a proud heritage in offering our customers brilliant music experiences and O2 Tracks forms a key part of this. We’re thrilled to be working with Emeli to promote the app and continue our tradition of working with some of the world’s best artists.”
The telecoms provider has also launched a search for the UK’s Ultimate Top 40, a new site where users can vote for their favourite Top 40 tracks of all time. The website plays host to every song ever features in the Official Single Chart and allows users to vote and listen to samples of ever chart hit since records began on 1952. The top 10 most voted for tracks will then appear in the O2 Tracks app each week.
Official Charts Company managing director, Martin Talbot, described the O2 Tracks app as an “exciting evolution for 2013” that “enables music fans to carry the chart in their pockets, everywhere they go”.
Chris Gorman, CEO of MusicQubed, O2’s mobile music partner, added: “We are proud to help O2 bring mobile music to the masses for the first time anywhere in the world… MusicQubed is excited about the potential for O2 Tracks to change the way people listen to music on their mobile phones.”