Auktyon: On the sun

Credits & Description:

ENTRY TITLE: Auktyon On the Sun
Original Title: Аукцыон На Солнце
Category: Music
Media: Digital
CLIENT: Auktyon
Brand: Auctyon Band
AGENCY: Great Advertising Group
Advertising Agency: Great Advertising Agency, Saint-Petersburg, Russia
Creative Director: Andrey Danskov
Art Director: Alexey Butakov
Digital Director: Ekaterina Startseva
Digital Producer: Eugenia Melnikova
Account Director: Viktor Donyukov
Head of Print Department: Irina Chudinova
URL: https://itunes.apple.com/us/ap...
Published: May 2016
Description: To draw the attention of young audience to the release of the new record On the Sun by the iconic Russian band Auktyon, we came up with the first ever album that can be heard and seen ONLY ON THE SUN. Two weeks before the official release we have issued an applications that starts playing back the new album when the smartphone camera is aimed at the sun.
We have used photochromic ink to print the album artwork: the design appears ONLY ON THE SUN and vanishes in shade. Thanks to the project, the Internet for the first time ever in the band's history turned out to be the main sales channel, while the record itself ended up being Auktyon's most commercially successful.
Execution:
Two weeks before the official release we put out an application that starts playing back the record in the smartphone when the camera is aimed ON THE SUN.The app allows to listen to all the new tracks, pre-order electronic and physical copies of the new album and find out the live dates of the first concerts in support of the album. After publication, the application immediately got into the Google Play TOP, the App Store TOP, and the album earned a TOP-10 spot in the iTunes.An important part of the release's promotional campaign was the first ever packaging to a musical album whose cover art can only be seen ON THE SUN. The cover was printed with special photochromic ink. The artwork appears only in lights of the sun and vanishes when in the shade.
Relevancy:
We create? a new app to promote a new album of AuktYon Band in a creative way.
Synopsis:
AUKTYON are an iconic Russian band, 35 years on stage - millions of fans, but very few young listeners. In 2016, for the first time in 5 years, the band releasesthe new record, which called "ON THE SUN".To make the release an event of the Russian music scene and draw attention from young audiences, we developed an original mechanic
Campaign Description:
The first music album ever that can be HEARD and SEEN only ON THE SUN.
Strategy:
The young audience likes everything cool and awesome. Old methods of music promotion don't work.To draw the attention of the young audience to the release of the new record "On the Sun" by Auktyon band, we gave them the opportunity to listen to all new tracks absolutely for free. And we did it in a creative way.
Outcome:
For the first time in the band's history, the Internet became the primary sales channel for the album thanks to an inflow of a young mobile audience.ON THE SUN became the band's most commercially successful release ever.