my105 launches "What do you want to hear?" campaign

A week ago, my105 went on air and online with a big launch party. Now comes the advertising campaign, which sums up the offering of Switzerland's first interactive streaming platform with the question "What do you want to listen to?

On my105, the audience has access to eight different channels with a variety of music genres from pop and rock to lounge, dance, hip hop and, of course, the latest songs. A simple user interface takes listeners to their favorite sound with a single click. Each channel is presented in a different color.

Based on this idea, a TV spot has now been produced, each showing a my105 listener literally immersed in the channel color. At the beginning of each spot, a listener is asked what he wants to hear. At the same time, he is handed a smartphone and headphones. As soon as the listener has decided on a channel and clicks on it, the corresponding channel color flies at him in slow motion. A separate spot was produced for each channel. The spots are used on TV stations, in cinemas and on social media platforms.

At the same time, adverts were developed that also focus on channel selection under the motto "What do you want to listen to? The campaign was realized in collaboration with the young Zurich agency Black Frame Studios. Responsible for the conception and realization of the campaign were:Paola Libera Scaglione (my105), Tony Mola (Black Frame Studios) and Alexandra Hofer.

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