New Micheal Moore film 'Sicko' is first to advertise on We7

Oct 17, 2007

New ad-funded free music download service, We7, today announced a deal to promote 'Sicko', the latest film from award-winning director, Michael Moore, across www.we7.com. The landmark deal, as We7's first entertainment based advertising partner, will see the film use the unique We7 delivery mechanism to dynamically graft short audio ads promoting Sicko onto the front of music tracks and albums based on a consumer's demographics including location, age, gender.

The We7 campaign is to run for 6 weeks as part of a wider advertising campaign to promote the release of the film nationwide, which is scheduled for October 26th. The media strategy was developed for distributors Optimum by Target Media, the UK's leading independent entertainment media agency and the partnership between Sicko and We7 represents beyond the banner thinking by delivering an intelligent and entertainment savvy audience in a dynamic, contextual way.

Vanessa Vakirtzi, Digital Account Manager at Target Media comments: "To be the first advertiser using this innovative ad funded music delivery model is a fantastic opportunity for us and our client Optimum to reach our target audience. In an increasingly dynamic digital sector this media-first allows us to seamlessly integrate two very culturally significant brands in order to deliver Michael Moore's message to the relevant cinema going audience. As the entertainment sector begins to grow online, the need to challenge convention and the existing strategic approaches means that it is vital for advertisers to look at unique stand-out opportunities in unconventional environments."

The We7 innovation allows advertisers to digitally reach an audience using the traditional formats of banners and Skyscrapers but the audio segment uniquely goes with the consumers onto their iPods or other MP3 players reinforcing the message in an intimate and highly acceptable manner. The range of audio ads has been created by award winning audio producers, London Creative. Each 10-second ad includes essential information about the film to whet the appetite of the We7 audience.

Steve Purdham, CEO, We7 adds: "We7 offers a platform to entertain and engage, benefiting both the consumer and the advertiser. It's fabulous to work with Target Media and Optimum as part of an innovative and forward-thinking strategy to promote the brilliant Michael Moore movie "Sicko". After only a short time we are seeing significant interest from the Advertising community to our new innovative model and we expect to make more announcements of We7 adoption in the coming weeks."