PLAY AIR by Ogilvy & Mather Melbourne for The Song Room

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Industry Charities, Foundations, Volunteers
Media Case study
Market Australia
Agency Ogilvy & Mather Melbourne
Director Charles Williams, Josh Moore
Executive Creative Director Michael Knox
Art Director Nicholas Desira
Designer Dee Vallabh
Producer Josh Butt
Editor Elody Fouqueau
Released August 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: SONG ROOM
Date of First Appearance: Jul 1 2010
Entry URL:
Art Director: Nicholas Desira (Ogilvy Melbourne)
Writer: Sally Richmond (Ogilvy Melbourne)
Executive Creative Director: Michael Knox (Ogilvy Melbourne)
Senior Account Director: Nathan Dixon (Ogilvy Melbourne)
Strategist: Paula Bloodworth (Ogilvy Melbourne)
Marketing and Campaign Manager: Lynda Soklich (Ogilvy Melbourne)
Designer: Dee Vallabh (Yello Melbourne)
Print Production: Tracey Needham (Ogilvy Melbourne)
TV Production: Lauren Duncan (Ogilvy Melbourne)
Editor: Elody Fouqueau (MRPPP)
Sound: Sam Hopgood (MRPPP)
Director: Charles Williams (The Pound)
Producer: Josh Butt (The Pound)
Director: Josh Moore (Suitcase Murphy)
Writer (Digital): Emma Park (Ogilvy Melbourne)
Art Director (Digital): Jason Deacon (Ogilvy Melbourne)
Camera: Olly Sindle (Ogilvy Melbourne)
TV Production: Tim Marxsen (Ogilvy Melbourne)
Media placement: Point Of Sale - Fundraising Device X 4 - JB HiFi And Spotlight Stores Australia Wide - 1 July 2010
Media placement: Outdoor - Ambient Live Air Busking Stunt - Swanston Street, Melbourne, Australia - 1 July 2010
Media placement: Online - Playair Microsite - Microsite - 1 July 2010
Media placement: Television - 1 Spot - Channel 9, 10 And 31, FOXTEL, SBS, STV - 1 July 2010
Media placement: Online - Ebay Air Drum Auction - Ebay Australia - 14 August 2010

Describe the campaign/entry
700,000 kids across Australia don’t get taught music at school – they have nothing but air to play. To help charity organization the Song Room raise money to put real instruments in their hands, we made an entire campaign out of air.

Describe how the campaign/entry was launched across each channel in the order of implementation
To launch the campaign we asked buskers to put down their instruments and play air along one of Melbourne’s busiest streets. Air instruments were sold in retail stores across Australia during the six week campaign. Our air orchestra performed on TV. We gave away air accessories. We made a site where people could load up their own air moves. We even sold an awesome 4-piece air drum kit on eBay.

Give some idea of how successful this campaign/entry was with both client and consumer
The campaign exceeded all the client’s expectations, generating $749,266 in its first year. One store sold out of air instruments on the first day. Much more than a fundraiser, Play Air got the Song Room’s message out there in a fresh, fun and engaging way. It enabled people to experience what it's like to have no instruments to play. But most importantly, it helped put real ones in the hands of thousands of disadvantaged kids across Australia - approximately 20,000 each week.