STRAWBERRY FIELDS by KNARF New York for The Rock & Roll Hall Of Fame

STRAWBERRY FIELDS

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Industry Shows, Events & Festivals, Public awareness
Media Promo & PR, Case study
Market United States
Agency KNARF New York
Creative Director Frank Anselmo
Released April 2009

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: THE ROCK & ROLL HALL OF FAME ANNEX
Product/Service: JOHN LENNON EXHIBITION
Agency: KNARF
Date of First Appearance: Apr 9 2009 12:00AM
Entrant Company: KNARF, New York, USA
Creative Director: Frank Anselmo (KNARF)
Art Director/Writer: Michael Lubrano (KNARF)
Writer/Art Director: Kimberly Yau (KNARF)
Media placement: Die-cut announcement/invite attached to stakes–to be planted in specific park ar - Strawberry Fields section of Central Park in New York - 09 April 2009

Results and Effectiveness
Fans picked up the strawberries and kept them as souvenirs. The John Lennon-The New York City Years exhibit ended up being the most successful exhibit in the museum's history.

Creative Execution
Hundreds of thousands of people visit Strawberry Fields daily, to pay tribute to Lennon. What better place to reach our target audience? Strawberry Fields were visually created with these announcements/invitations. Die-cut strawberries containing the event info were mounted on stakes, then planted in the Strawberry Fields section of Central Park. Pedestrians picked the strawberries from the ground.

Insights, Strategy & the Idea
The goal was to announce and invite people to a 1st time exhibition that focuses on John Lennon's New York City years. The brief was to engage people with something more interactive and personal than posters, postcards or mailed invitations. Statistics show that a high majority of visitors who attend exhibits of this nature are already fans of the subject being portrayed in the exhibit. Non-fans constitute less than 25% of the total visitors. So the challenge was to figure out where and how to reach John Lennon fans. History/Insight: Strawberry Fields is a very personal Beatles song written & sung by John Lennon. It later became the name of a specific section of Central Park in New York, dedicated to John's memory, located across the street from where Lennon lived and was murdered.