'Crazy Frog' becomes cult figure

Brand Republic explains the synergy that played out between the different medias that brought the Crazy Frog to this week's number one spot in the UK charts, outselling Coldplay's single, "Speed of Sound".

"In a great example of a fully integrated ad campaign where the connection between the TV, radio and poster activity is strong, the different media worked together to reinforce the Crazy Frog character.

The 'ding ding dididing' sound conjures up a image of the frog - surely one of the most annoying, but effective sonic logos ever.

Some great hype has gone hand-in-hand with the advertising. There are websites dedicated to Crazy Frog, with talk of releasing a dance mix of the ringtone as a single. On Radio Aid day in January, Chris Evans played Crazy Frog to Tony Blair during a discussion about mobile ringtones - an exchange that was then repeated in news bulletins across the day. Crazy Frog even made it onto Classic FM.

At a time when ringtones have overtaken sales of music singles, Jamster has been a phenomenal success. Crazy Frog alone has reportedly made it about £14m ($25.6m). Ringtones are now big business, worth an estimated £300m ($549m) in the UK alone.

More - The Crazy Frog: History and Success Explained

emily | 5:30 PM | Fun |
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