TURN YOUR BACK ON IT ALL WITH NINE MSN
ninemsn has launched a major campaign supporting its new-look entertainment offering. Created by Euro RSCG Worldwide Sydney, the campaign launched with a 45 second television commercial, supported with cinema and online activity throughout the campaign.
The campaign brings to life the ability to escape the daily grind, by enjoying the content found on the ninemsn Movies, Music and Games entertainment sites. The advertisements are designed to communicate how ninemsn empowers you to ‘turn your back on it all’ without even leaving your desk.
The TVC features a city worker looking to escape the confines of his working environment. We then follow our worker as he turns his back on everything that is annoying throughout his day. The song Long Hair, by Little Barrie, accompanies him has he ends up back where he started. It’s then revealed ninemsn entertainment helped him to ‘virtually’ escape the pressure.
The objective for the campaign is to generate traffic, from specific demographic groups, to the sites. The long-term objective is for people to form a relationship with ninemsn entertainment, reinforcing its position as Australia’s No. 1 entertainment site.
Agency: Euro RSCG, Sydney
ECD: Dale Rhodes
AD: Luke Thompson
Writer: Anthony Pitt
Agency Producer: Laura Langdon
Director: Mark Molloy
Production Company: Exit Films