AIR GUITAR Promo, Case study AIR GUITAR RUSSIA by The Creative Factory

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Industry Shows, Events & Festivals
Media Promo & PR, Case study
Market Russia
Agency The Creative Factory
Released June 2009

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Product/Service: AIR GUITAR RUSSIA 2009
Date of First Appearance: Jun 4 2009 12:00AM
Media placement: Small Scale Ambient - Display at Hard Rock Café Moscow - 04/06/2009

Results and Effectiveness
Since June 2009, next to Jimi Hendrix coat, hangs the actual air guitar used at the World Championships. As a result, consumers perceive the Air Guitar Russia Championships as a true Rock n’ Roll event Since the Hard Rock Café loved the idea and thought it fit perfectly with their brand, they allowed us to hang our Air Guitar display case free of charge. Thus, the media spend for this creative was $0 for the client.

Creative Execution
As authenticity was a key part of our strategy, we decided to create a mini-shrine to Air Guitar Russia at the Hard Rock Café Moscow. We created our shrine to look like others at the Hard Rock: a display case along with a plaque at the bottom describing the shrine’s item. As we looked like the existing items displayed from such artists as Jimi Hendrix, The Doors, KISS, and others, we became a part of the Hard Rock fabric. And thus, Air Guitar Russia became Rock n’ Roll. The display was part of a larger campaign to gain interest in Air Guitar Russia that included: TV, Internet, PR, and one-to-one.

Insights, Strategy & the Idea
The Air Guitar World Championships has been going on for over ten years. However, it is new to Russia, and therefore unknown. The goal was to build awareness and authenticity of the Air Guitar Russia Championships 2009, and our strategy to do this was to link Air Guitar with existing authentic Rock n’ Roll brands in Moscow. The Hard Rock Café Moscow is a shrine to Rock n’ Roll. Guitars, wardrobe, and gold albums are framed and displayed as true Rock relics. If Air Guitar was to be displayed in the same space in the same way, it would be seen as a true part of the Rock n’ Roll scene.