Music Choice: Air Guitar Aerobics
Brief
Faced with taking on the giants of music entertainment such as MTV and VH1, our client Music Choice is constantly looking for ways to cut through the music world noise and create a different voice that reflects its personality. To capitalise on this and create a cracking creative news story, the Music Choice team created a new cult – Air Guitar Aerobics - to tap into this new trend and the rise in popularity of rock acts like The Darkness in the UK.
SolutionThe Lexis team positioned Music Choice Air Guitar Aerobics as the latest workout craze to hit the UK and the perfect alternative to boring gym routines. The creativity of the idea allowed us to carry out an extremely cost-effective campaign that delivered national coverage raising Music Choice’s profile, highlighting its Sky channel number and driving people to its website. Air Guitar Aerobics caught the imagination of the media and music fans alike.
ResultsBranded coverage appeared in several national newspapers including The Sun, Daily Express and The Independent on Sunday. TV show Richard and Judy also attended a class. The icing on the cake was US chat show guru, David Letterman inviting our Air Guitar Aerobics stars over to the States to appear on his show! Web site hits increased by 193% and the TV channel’s audience reach increased by 39%.