BACKGROUND
Metro magazine had an existing relationship with musician and artist, Serj Tankian of System of a Down who created the Eye for Sound app experience. Serj wanted to bring this to life in NZ. Asahi needed to refresh it’s marketing activity for 2015 to connect with it’s fast moving target audience.
BUSINESS CHALLENGE
Bring to life an international music and art exhibition that resonates with the urban Auckland market. Promote a liquor brand to an already well informed audience in an original way. Bring the Asahi brand to life across a multi-platform campaign.
SOLUTION
Metro created a 3 week exhibition with both local and international artists that was promoted across print, radio, outdoor and online and was opened to the public free thanks to Asahi.
Seamless integration of the Asahi brand and product into the activation was achieved; from creative executions, product sampling, content marketing and PR. The Asahi association resonated with Metro’s urban audience.
HIGHLIGHTS
Over 2,900 Aucklander’s visited the free exhibition at Silo 6 on Auckland Waterfront.
- Media, as well as celebrities attended the invite only launch and engaged with the exhibition as well as the sponsor product.
- The activation gained overwhelming publicity including an exclusive TV3 News interview with Serj during the launch party and with Mikey Havoc on Radio Hauraki.
