Advertiser: AuktYon Band
Brand: AuktYon Band
Agency: Great Advertising Group
The Russian music group Auktyon ("Auction") is a legend of the Russian alternative rock scene with a 35-year history and a whole army of fans. That said, the group had almost no young listeners. The group, being "old school" musicians, continued to just make music, without making any attempts to win over new listeners.
In the summer of 2016, after a five-year hiatus, the group made a new album and called it "On the Sun" (or "In the Sun"). This was a long-awaited event for those fans who had been supporting the group for many years. But the musicians wanted to bring their new material to both their dedicated fans, and to a new, younger audience as well.
Commercial and marketing objectives
- expand the band's target audience
- increase sales of the new album
- restructure the album distribution system (transition from sales of hard copies to sales of digital versions of the album)
- increase the number of people attending Auktyon concerts
- increase awareness of the group
- reach a new, younger audience
- make the release of the band's first album in 5 years the biggest event on the Russian music scene