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3 launches major music-focused integrated campaign

www.three.com

Mobile media company announces advertising drive to support new Music Store service.

3, the mobile media company, today announces the launch of a major integrated campaign designed to raise the profile of it's innovative new Music Store service. The campaign, will feature a weighty television, outdoor, radio, online, in-store and experiential advertising presence.

The 3MusicStore is another mobile media innovation from 3, offering customers access to over 500,000 tracks and allowing them to search using a variety of criteria, as well as letting them buy full tracks both online and straight from the handset. 3 already accounts for more than 76% of the mobile music download market with more than 3.5m downloads in the second quarter of 2006 alone, contributing to 10.5% of the charts.

The advertising campaign ties into 3's overarching goal for the 3MusicStore which is to bring the best possible freedom of choice to the mobile music market. A vital part of this, and a message heavily pushed in this series of activities, is the ever-present availability of the store and the ability that 3 has to bring the virtual to the real world.

The campaign kicks-off with a 30 second TV spot, devised by WCRS, which first appears on October 16. The advertisement features a man and child sitting around a camp fire on an idyllic beach. The man plays his individual rendition of David Bowie's classic track 'Life On Mars' whilst magical fireworks appear to come out of the sea. The ad was written by Yan Elliot and Luke Williamson at WCRS and shot on location by Trakor.

The television advertising will be followed up by an intensive outdoor campaign designed to turn the streets of the UK into a giant music store. The aim of this work, which starts on 23rd October and runs for over a month, is to push the message that 3's customers will be able to access a plethora of music wherever they go. The campaign is also supported by a sizable online, radio and in store campaign.

Gary Pepler, Director of Brand and Marketing Communications at 3UK said, "Our campaigns have always set out to be as individual as possible to highlight that we're no ordinary network, emphasizing a value which is core to our brand. This is something which we have again achieved with this campaign."

"By using an integrated approach we are ensuring this innovative new service achieves maximum impact - spreading the word about a great new way for people to download music wherever they are."

This activity is part of a wider music focus for 3, which includes the launch of Sony Walkman phones, exclusive 'Front Room' gigs with famous artists and the announcement of the winner of the First Cut awards for up and coming bands. The TV campaign creative was conceived by WCRS and media buying and planning was handled by Mindshare.