Katy Perry fronts the new campaign of Polish mobile network Era
Era, the third biggest mobile network operator in Poland (over 13 million customers) owned by T-Mobile, has just started a new marketing campaign which promotes Blueconnect which is Era’s wireless internet offer. The campaign is fronted by a popular American pop singer Katy Perry who announces that she is searching for unique and talented people to perform in her next music video for the third single called Firework of her forthcoming new album Teenage Dream.
In order to take part in the contest one need to visit Era’s new music portal: http://eramusicgarden.pl and upload via this portal a short but impactful video self-presentation of one’s talent. Everyday Katy Perry and her band choose one lucky winner who will travel to London to take part in the shooting of Perry’s next video. In total there will be 40 talents from Poland who shall appear in Firework music video thanks to Era’s contest.
The campaign with Katy Perry includes TV (both terrestrial and cable) and internet and it is the first celebrity-driven marketing effort of Era in a very long while. It was prepared by Saatchi & Saatchi Warsaw (creative agency) and Starcom (media agency). The new portal ERA Music Garden is likely to become some kind of alternative for Era’s main rival Plus’ Muzodajnia website.