BigPond has brought in singing legend Kamahl to lead its campaign against bad Christmas gifts in BigPond’s newly launched promotion for its range of pre-paid download cards for music, movies and games.
The multi-channel campaign focuses on the last minute and generally unwanted gifts given at Christmas like soap-on-a-rope, singing fish and foot creams, and how buying a Telstra BigPond download card will let people choose what they really want for Christmas.
Three short comic viral videos feature Kamahl crooning in a gold Santa suit and destroying various unwanted gifts with the assistance of a glamorous bikini-clad assistant.
Devised and planned by Naked Communications, the campaign creative was developed by BWM, with OMD managing media.
It will run across radio, online, print, catalogues and in-store POS. The viral videos will also feature on a specially-created web site where potential customers can watch them, download the campaign song as a ringtone or images as wallpaper, or buy the cards.
The song will be also be broadcast across national radio together with a Nova 969 promotion where Akmal & Cal will encourage listeners to text in the worst present they’ve ever received and then confront the giver live on air.
