ROCK DM

Credits & Description:

Category: Promotional Item Design

Advertiser: DAVIS GUITAR MUSIC CENTRE

Product/Service: GUITARS, EQUIPMENT AND LESSONS

Agency: Y&R SINGAPORE

Creative Director: Han Ming Toh (Y&R Singapore)

Senior Copywriter: Adam Miranda (Y&R Singapore)

Art Director: Kittisak Poonnotok (Y&R Singapore)

Copywriter: Joshua Hepburn (Y&R Singapore)

Copywriter: Matt Grimm (Y&R Singapore)

Producer: Kirby Ho (Y&R Singapore)

Media placement: Receipt - POS - 27 April 2012



Describe the brief from the client

Give current and potential musicians a reason to think of Davis Guitar Shop as the go-to shop for guitars and lessons – because Davis Guitar Shop understands reaching your rock 'n' roll dreams takes practice, determination and some damn good equipment.



Describe the challenges and key objectives

We looked at the world of rock 'n’ roll and realised it's full of iconic clichés. We looked at these clichés and decided we wanted to take one and make it stand out. Just like guitarists want to stand out.

We wanted current and potential musicians to identify Davis Guitars as both a haven for rock 'n’ roll, and as their next step towards the limelight of stardom.



Describe how you arrived at the final design

We decided to reach current and potential musicians with something relatable: Transforming receipts into part of the rock star experience. After the purchase of a guitar or lessons, signatures are transferred through carbon copy paper onto the chest of an awaiting groupie, giving you your first autograph (and putting you one step closer towards becoming a rock star).



Give some indication of how successful the outcome was in the market

As a result of this honest and fun approach, word of mouth quickly spread throughout the music community generating interest in the shop. Davis Guitars saw an increase from teenagers interested in purchasing guitars, then taking lessons from the shop. Additionally, the popularity of the receipt aroused curiosity creating an overall influx of foot traffic and purchases.



In other words… it rocked.