Telstra has launched a new marketing campaign bringing together a western Sydney fruit farmer and a French eco-sonics scientist in a unique experiment to promote its music streaming service, MOG.
The experiment will test whether the telco’s ad-free music streaming service, launched six months ago, can make fruit grow better.
Created by Droga5, the campaign includes the launch of a mini-site, madebymog.com.au, which gives music fans the opportunity to submit their own music playlist from MOG’s 16 million song library, with one winner to have it streamed to a 45 hectare apple orchard via Sonos speaker systems.
The MOG-infused apples will then be harvested and processed into 100 bottles of personalised fruit juice for the competition winner, along with a 24-month MOG subscription, tickets to Flume’s upcoming tour and a Sonos wireless hi-fi system to stream their MOG account around their home.
Telstra director consumer and small business marketing, Maryanne Tsiatsias, said: “We’re really excited about this campaign and think it will generate lots of interesting conversations. Everyone can agree music makes things better. We think MOG’s ad-free song library makes music better, so we thought, let’s see what it does to fruit juice.”
Music lovers can go to madebymog.com.au to see how Cedar Creek Orchard’s Mark Silm and French professor Yannick Van Doorne – a specialist in electro-culture (aka the effect of music on plant growth) – worked together to create three fruit juices grown to music from MOG’s massive library.
The competition winner’s bespoke juice will join the “Tastes Like Teen Spirit”, “Baby I was Grown This Way” and “Blue Suede Juice” flavours already grown to the sounds of MOG.
Further prizes up for grabs for the competition runners-up include MOG subscriptions and tickets to Flume’s upcoming tour.
Credits: client Tesltra, agency Droga5, production Vice, campaign partners Cedar Creek Orchard, Sonos, Evermore