LIVE ELEVATOR MUSIC by TBWA\Wien Vienna for MARTIN J. PICHLER

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LIVE ELEVATOR MUSIC

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Industry Business equipment & services, Corporate Image
Media Promo & PR
Market Austria
Agency TBWA\Wien Vienna
Copywriter Andreas Hilzensauer
Designer Andreas Schwitter, Michael Mickl
Released November 2009

Credits & Description

Category: Corporate Image & Information
Advertiser: MARTIN J. PICHLER
Product/Service: COMPOSER
Agency: TBWA\WIEN
Date of First Appearance: Dec 1 2009 12:00AM
Entrant Company: TBWA\WIEN, AUSTRIA
Creative Director/Concept: Mag. Gerda Reichl-Schebesta (TBWA\Wien Werbeagentur)
Art Director/Concept: Georg Rernboeck (TBWA\Wien Werbeagentur)
Copywriter/Concept: Florian Gigler (TBWA\Wien Werbeagentur)
Copywriter: Andreas Hilzensauer (TBWA\Wien Werbeagentur)
Designer: Michael Mickl (TBWA\Wien Werbeagentur)
Designer: Andreas Schwitter (TBWA\Wien Werbeagentur)
Production: Franz Spanninger (TBWA\Wien Werbeagentur)
Composer: Martin J. Pichler

Describe the objective of the promotion.
Martin J. Pichler is a young composer and musician who is looking for new clients among the top advertising agencies in Austria. We knew that it wouldn’t be enough to just send a promotional CD including his work. That’s why we thought about a special promotion making a lasting impression among the top creative professionals.

Describe how the promotion developed from concept to implementation
Our goal was to show future-clients Martin J. Pichlers wide range of compositions and that he delivers always the right music – from TV jingles to ring tones or even live elevator music. So we made him play live music in elevators of the top advertising agencies in Austria. Our work included the production of promotional material and the research for agencies which are only accessible by using an elevator. Finally we sent Martin J. Pichler out to play live elevator music and handing out his own promotional material in several elevators of Austrias top agencies.

Describe the success of the promotion with both client and consumer including some quantifiable results
During the promotion he handed out more than 200 promotional CDs to the key creative persons of Austria. Already while playing inside the elevator he was invited to visit the agency again for a more detailed presentation of his work. Due to this promotion Martin J. Pichler has produced layout music for several top advertising agencies in Austria.

Explain why the method of promotion was most relevant to the product or service
In contrast to an ordinary promotional CD Martin J. Pichler’s future-clients had the possibility not only to hear his music but also to see him play live and get to know him in person. On top, the production costs have been reasonable.