Interactive Advertising - The Royal Academy of Music

Having always been a massive fan of guerilla advertising and outside-of-the-box thinking when it comes to getting the public’s attention, I developed an interactive guerilla advertising campaign for The London Academy of Music.

Playing on the fact that The Royal Academy of Music is London’s finest music based university, and regularly advertises for new students to enroll on a number of different music based courses, I wanted to create poster / guerilla advertisement which would both speak directly to budding musicians as well as create have a live music element to it.

I thought up the idea of having a poster, which you can actually play. A poster, which would be placed up against a wall, like any other poster, only this poster would interact with the viewer, and omit sound / music as the poster was played, which would not only delight and surprise the person ‘playing the poster’, but it would also further grab the attention of other members of public near the poster.

I sketched up an idea called ‘The Piano Poster’. I excitedly drew up a few ideas on how the piano poser would look, keeping the interactive part - Piano’s keys - at the bottom of the poster, leaving sufficient space for the messaging and the logo at the top half of the poster.

After deciding on a design that I like. I got to work on producing the inner part of the piano poster. I created a thick and sturdy A2 sized wooden box, which had a depth of 8cm which would house the mechanics needed to make the piano poster operational.

Once the box was made an the I worked with a specialist printers to print out the design. I got the ‘outer skin’ (of which the design would be printed on) printed on (it’s the same material as Bar matts), I chose this material as it both nice to the touch, high detailed printer friendly and it is long lasting and durable.

The advertising concept was displayed at the LLC Gallery in London, of which many visitors expressed great interest, and I received a number of business cards from various agencies (at the time I preferred to stay nimble and freelance, rejecting full-time agency employment). I also approached The London Academy of Music it’s self about the concept, of which they loved and appreciated this interesting idea, and placed the Piano Poster in their reception for many months. However they did not have the budget develop the prototype and roll this campaign out across London.