Launching this weekend, the three-month campaign will promote the new handset on Emap's music channels Kiss, The Hits, The Box, Magic, Smash Hits and Kerrang!.
Each animated character will demonstrate a different aspect of the phone and a different genre of music, competing with each other to get their style of music heard.
Tim Wood, channel marketing manager at BenQ-Siemens, said: "The E61 offers consumers the only one-box solution for a music mobile phone."
Promotions and competitions will run on the music channels, with supporting activity on Emap radio stations and on-line sites. A microsite, , will act as the focal point for the characters.
Brent Coulson, strategy director at Emap2, said: "This campaign taps into the diverse creative abilities of Emap2."
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