The Objective:
To brand create affinity with the public once again and to celebrate Hard Rock Café’s 20th anniversary in Malaysia.
To brand create affinity with the public once again and to celebrate Hard Rock Café’s 20th anniversary in Malaysia.
The Problem:
Since its arrival in 1991, Hard Rock Café KL has been known for its food, memorabilia and rock music.
However with the recent trend of mainstream music moving towards the pop, reggae, soul and R&B genre; rock & roll is somewhat perceived as old school, which leads to the public’s perception of Hard Rock Café as the type of place the older folks would go to.
Since its arrival in 1991, Hard Rock Café KL has been known for its food, memorabilia and rock music.
However with the recent trend of mainstream music moving towards the pop, reggae, soul and R&B genre; rock & roll is somewhat perceived as old school, which leads to the public’s perception of Hard Rock Café as the type of place the older folks would go to.
The Strategy:
To change the public’s perception towards Hard Rock Cafe as a contemporary and cool place to dine and hang out.
To change the public’s perception towards Hard Rock Cafe as a contemporary and cool place to dine and hang out.
The Idea:
Make Rock music alive again!
REBIRTH - R&R should never die.
We leverage on three of the most influential rock stars of all time who have passed on - Kurt Cobain of NIRVANA, Freddie Mercury of QUEEN, and Jimmy Hendrix. These three impersonators must be able to sing and act just like them. But instead of singing the usual rock and roll hits, which these legends are known for, these impersonators will each sing a newly created rock song and launch new singles from it. Creating the perception that these rock stars have come back to life. And with new hits.
Make Rock music alive again!
REBIRTH - R&R should never die.
We leverage on three of the most influential rock stars of all time who have passed on - Kurt Cobain of NIRVANA, Freddie Mercury of QUEEN, and Jimmy Hendrix. These three impersonators must be able to sing and act just like them. But instead of singing the usual rock and roll hits, which these legends are known for, these impersonators will each sing a newly created rock song and launch new singles from it. Creating the perception that these rock stars have come back to life. And with new hits.
