Context: An economic crisis was happening and people were depressed. Also, Aiwa was perceived as a brand only for teens.
Insight/Idea: The concept “The City Needed Music” addressed people’s state of mind at the time and Aiwa’s music range was expanded to other genres.
Why This Case: In collaboration with artists, we formed a tailored community that helped expand the brand to a wider audience.
Results: Wild postings were spontaneously ripped off just hours after being placed. They had become collectibles. The brand leveraged the opportunity and used the posters as premiums. Also, other OOH companies gave AIWA free space just to feature the campaign.