The group was the first runner up at the awards, in the category of the most innovative and creative use of music/partnership with an artist in a marketing campaign.
This award comes after Billboard International named Airtel One8 as a “Best Bet of 2011” last year.
MIDEM is the world’s largest music industry trade fair that has been held annually around the Palais des Festivals in Cannes, France, since 1967. It brings together musicians, business people, cultural policy makers and journalists from countries across the world. It provides a forum for business talks, showcase of new artists, musical trends and music-related products.
“We are excited that the Airtel One8 super group has come up second best in the world”, says Andre Beyers, Chief Marketing Officer, Airtel Africa. “This demonstrates international appreciation and recognition of our commitment to use music as a common language to bring harmony within the African continent. We need to keep celebrating the rich talent, diverse culture in Africa through music.
The award winning campaign was pitted against those from leading companies worldwide including Vodafone, HTC, Converse Rubber tracks and Sony Music, among others. The 10 finalists were selected based on their creativity and innovation presented in their campaigns to the MIDEM audience and a panel of respected panel of judges.
Airtel One8,the brainchild of one of Africa’s leading telecommunications provider – released its first single in November 2010 titled Hands across the world which to date has received more than 10 million hits.
Have a look at the video below...