SUBtv Brand Impact Sees Sponsor Extend Deal

Mobile operator, 3, has extended its sponsorship deal with student TV network SUBtv after successfully targeting the typically awkward 19-34 demographic and building strong brand awareness with its video jukebox sponsorship

The sponsorship deal, announced last year, saw the mobile firm sponsoring SUBtv’s new Video Jukebox service in 65 student union venues nation-wide (see SUBtv Signs 3 For Video Jukebox Sponsorship).

The campaign reached an audience of 1.2 million across the SUBtv network, with a study by Sra Research showing that the brand is now recognised as the “most associated with music” by 19% of students, considerably ahead of the other mobile phone operators.

The success of 3’s original promotion will see the campaign run for an additional ten weeks, bringing it to a close at the end of the academic year. The campaign will continue to feature the company’s Japanese style “critters” in a series of specially created sequences promoting the company’s “we like music” and “we like sharing” taglines.

Commenting on the extended promotion, Gareth Jones, COO of 3 said: “Our products and services and the value we offer appeal to an 18-34 age group. SUBtv is a great way to promote the power of 3’s video mobile services to UK students.”

Peter Miles, chief executive of SUBtv, added: “3 understood our medium straight away and took a speedy, dynamic decision to sponsor the jukebox. We are delighted that it paid off for them and look forward to building on our relationship with the brand.”

SUBtv: www.jvtv.net