Magazine article Marketing

Radiowatch: Jamster - 'Crazy Frog'

Magazine article Marketing

Radiowatch: Jamster - 'Crazy Frog'

Article excerpt

There is an unfamiliar name in this month's top 10. Ringtone company Jamster is in joint second place, alongside Vodafone, T-Mobile and 118 118, thanks to its ad for the 'Crazy Frog' ringtone. Who would have guessed an ugly blue frog could become such a cult figure?

Could it be to do with his anatomically incorrect appendage, which generated several complaints when his ads appeared on various music TV channels?

It is clear that the 2x2 week medium weight bursts of radio activity across January and February were not entirely responsible for Jamster's exalted placing in the Radiowatch table.

A heavy ad presence on satellite music channels pre-Christmas and New Year generated high awareness, and the radio campaign has built on this. The activity focused on youth stations and shows tightly targeted to reach the 16-24 age group.

This is a great example of a fully integrated ad campaign where the connection between the TV, radio and poster activity is strong. The different media work together to reinforce the character, hence the message. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.