Design & Branding ROCK DM by Y&R Singapore


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Industry Musical Instruments
Media Design & Branding
Market Singapore
Agency Y&R Singapore
Creative Director Toh Han Ming
Art Director Kittisak Poonnotok
Copywriter Matt Grimm, Joshua Hepburn
Producer Kirby Ho
Released April 2012

Credits & Description

Category: Promotional Item Design
Creative Director: Han Ming Toh (Y&R Singapore)
Senior Copywriter: Adam Miranda (Y&R Singapore)
Art Director: Kittisak Poonnotok (Y&R Singapore)
Copywriter: Joshua Hepburn (Y&R Singapore)
Copywriter: Matt Grimm (Y&R Singapore)
Producer: Kirby Ho (Y&R Singapore)
Media placement: Receipt - POS - 27 April 2012

Describe the brief from the client
Give current and potential musicians a reason to think of Davis Guitar Shop as the go-to shop for guitars and lessons – because Davis Guitar Shop understands reaching your rock 'n' roll dreams takes practice, determination and some damn good equipment.

Describe the challenges and key objectives
We looked at the world of rock 'n’ roll and realised it's full of iconic clichés. We looked at these clichés and decided we wanted to take one and make it stand out. Just like guitarists want to stand out.
We wanted current and potential musicians to identify Davis Guitars as both a haven for rock 'n’ roll, and as their next step towards the limelight of stardom.

Describe how you arrived at the final design
We decided to reach current and potential musicians with something relatable: Transforming receipts into part of the rock star experience. After the purchase of a guitar or lessons, signatures are transferred through carbon copy paper onto the chest of an awaiting groupie, giving you your first autograph (and putting you one step closer towards becoming a rock star).

Give some indication of how successful the outcome was in the market
As a result of this honest and fun approach, word of mouth quickly spread throughout the music community generating interest in the shop. Davis Guitars saw an increase from teenagers interested in purchasing guitars, then taking lessons from the shop. Additionally, the popularity of the receipt aroused curiosity creating an overall influx of foot traffic and purchases.

In other words… it rocked.