SPARK | John Miles re-records classic hit Music for SWM
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John Miles re-records classic hit Music for SWM


Stadtwerke München GmbH (Munich City Utilities) or SWM is a German communal company, owned by the city of Munich, which offers public services for the city and the region of Munich. The company supplies electricity for more than 95% of Munich’s 750.000 households as well as natural gas, drinking water and, through its stake in the M-net Telekommunikations GmbH, telecommunications services. SWM is Europe’s largest municipal utility company and ranks among Germany’s principal energy providers according to company information. Expanding use of renewable energy has been a central element in the company’s strategy since 2008.
Through its subsidiary, the Münchner Verkehrsgesellschaft mbH (MVG) (founded in 2001), SWM also runs most of the inner city public transportation network by maintaining the Munich U-Bahn as well as the Munich tramway and bus services.

Spark successfully negotiated a deal with John Miles and his German music publisher for the re-record of his 1976 classic hit ‘Music Was My First Love’ for the Munich based energy supplier ‘Stadtwerke Muenchen’ (SWM).

The new version replaces the word ‘Music’ with ‘Munich’ and therefore becomes a wonderful ode to Munich as a wonderful city to live in. The ad was shown online, on local TV and in local cinemas.

Spark oversaw the negotiations and agreements as well as the re-recording of the song in the UK on behalf of SWM and their agency Serviceplan Munich.

The campaign has been incredibly well received.