AuktYon Band: AuktYon On The Sun

AuktYon, a Russian rock band, attracted new fans in Russia by releasing a mobile app before its album release that offered a unique album preview and concert dates.

Advertiser: AuktYon BandBrand: AuktYon BandAgency: Great Advertising GroupCountry: Russia

Objectives

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...

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