19th August 2005 - Orange and Sony Ericsson today announce
a Pan-European marketing agreement with Sony BMG artist Jamiroquai
that includes an integrated above- and below-the-line advertising
campaign in selected Orange markets, as well as exclusive video
and music content for users of the stylish K600i 3G phone customized
for Orange World, the global operator’s portal.
Joint marketing activities between the two companies will feature
the well-known Jamiroquai ‘Buffalo Man’ logo and will
begin in August. Continuing through the second half of 2006,
the campaign will be complimented by a private concert by Jamiroquai
in Paris for Orange customers and key partners, details of which
will be announced closer to the time.
Niall O’Keeffe, Vice-President Brand and Consumer Propositions,
Orange, comments: “As a pioneer of mobile music, Orange
is pleased to have secured this exclusive deal with Jamiroquai
and Sony Ericsson. Through the Orange 3G network we will be
able to deliver a richer, faster experience for customers
to access exclusive Jamiroquai video and music content on
Orange World, or watch video, access audio content, or make
video calls on their K600i phone.”
Jamiroquai’s Jay Kay comments: “I’m learning
more and more about these innovative new mobile formats every
day and I definitely see them as an important way of getting
Jamiroquai’s music and visuals out there. 3G is a whole
new dimension and I’m delighted to have hooked up with
Orange and Sony Ericsson – two leaders in their field.”
“We are extremely pleased to be collaborating with Orange,
Jamiroquai and Sony BMG on this exciting initiative,”
says Janosch Brengel, Director of Marketing, Sony Ericsson
Global Customer Unit (Orange). “Our objective is to add
value to Orange’s 3G offering by developing a complete
package and maximizing the level of integration around superstar
video content, a ground breaking European campaign and Orange’s
innovative services. The artistry and music of Jamiroquai
is both creatively unique and commercially successful and
we believe this will have a positive effect on the appeal
of the marketing campaign,” he adds.
“Creating a presence outside our traditional music spheres
with an iconic artist like Jay is not only desirable but now
essential. This partnership is perfectly targeted towards
our, and their, core demographic whilst maintaining Jay at
the cutting edge of technology and music delivery,” states
Dave Shack, Vice President International, Sony BMG UK.
Coinciding with the release of Jamiroquai’s 6th album
“Dynamite”, which has reached Top 10 charts across
Europe, the integrated campaign will feature exclusive audio
and video content, including Jamiroquai’s latest video
promoting the single ‘7 Days In Sunny June’.
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