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.”
http://www.youtube.com/watch?v=vCVCmN5laVk#t=0s
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
