's Media, Advertising, Marketing Watch
Saatchi & Saatchi uses interactive music tech to unveil Visa ad campaign in Germany Team

(8 July 2006 2:00 pm)


MUMBAI: With support from's newweb2.0 interactive music technology, Saatchi & Saatchi is all geared up to launch an ad campaign for Visa in Germany.

Saatchi & Saatchi is the first agency to apply the technology directly into an advertising campaign, 'love every remix' which is based upon the 'love every day' strategy of Visa, informs an official release.

In collaboration with English pop singer Robbie Williams, the campaign allows Robbie fans in Germany to log on to and remix 'Sin Sin Sin' from his latest album 'Intensive Care'. Using their unique mix of the track, fans can also participate in a series of competitions to win prizes from Visa or even create their own personal ringtones, a startegy that claims to be a market first.

The technology is patented by Digimpro, a UK Ltd company specialising in interactive music software applications, adds the release.

Commenting on the innovative campaign, Saatchi & Saatchi project leader Harry Otto said, "Online activity will increasingly be at the centre of campaigns. Visa, as the Official Payment Partner of needs to appear as an authentic partner within the target group. So we wanted to feature something exclusive from the artist, and which is only available at the visa/ promotional Website. So we chose technology as it is designed to give our target group something new and fun, but most importantly something that will really hold their attention."

Robbie Williams adds, "I am very excited about the online remix campaign developed by Saatchi & Saatchi for Visa in Germany. The technology from is great for the fans, giving them the chance to interact and experience the creative magic of music in a completely new way. It is the first of its kind taking place entirely on the web and it is great to be part of that."

Visa Europe country marketing Wendy Schoonjans said, "As part of the Visa's 'Love Every Day' advertising campaign and the partnership, fans have the chance to remix their own Robbie Williams song and win fantastic prizes!"

YourSpins MD Rupert Evans said, "The whole of the YourSpins
community is about entertaining people online. The fact Saatchi & Saatchi have used the technology directly in Visa's campaign underlines the technology's value as something which can, with the right music, grab and hold peoples attention. We are also delighted to be able to offer Robbie Williams fans the ability to remix and personalise their ringtones."

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