The Song Room Promo PLAY AIR by Ogilvy & Mather Melbourne

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

Credits & Description

Category: Charities
Advertiser: SONG ROOM
Date of First Appearance: Jul 1 2010
Entrant Company: BADJAR OGILVY, Melbourne, AUSTRALIA
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 (Song Room)
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)
Camera: 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 Widely - 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 objective of the promotion.
To help charity organization the Song Room raise money to put real instruments in the hands of 700,000 kids across Australia who have nothing but air to play.

Describe how the promotion developed from concept to implementation.
When the Song Room saw the idea, things moved fast. Retailers were approached to sell the air instruments, the instruments were made, a new look was developed for the brand, the website was built, the air busking stunt and play air competition were planned for the launch during the school holidays. The play air campaign ran for six weeks and raised $749,266 in its first year.

Explain why the method of promotion was most relevant to the product or service.
Selling air to raise funds for the Song Room was very relevant because it enabled people to experience what it’s like to have no instruments to play. By buying and playing their air instrument, by loading up their own moves onto the play air site, by joining in with the air buskers, by interacting on ebay, they got to experience what it’s like for 700,000 kids across Australia who have nothing but air play.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The campaign exceeded the Song Room’s expectations, generating $749,266 in its first year. Much more than a fundraiser, it got their message out there in a way that was fresh and engaging. It was also the vehicle that enabled them to totally reinvent their brand. No ordinary charity campaign, it didn’t just pull on the heart-strings, it was involving and a lot of fun. But most importantly, it's helping put real instruments in the hands of more than 20,000 disadvantaged children each week.