Air Guitarists are Rock Stars in their own minds, and therefore live the life of a Rock Star...complete with the stereotypes of sex with groupies, getting busted by the law, and going through rehab. And while at home, their "rock lifestyle" is underappreciated, when they perform on stage they are adored.

As authenticity was a key part of our strategy, we decided to create a mini-shrine to Air Guitar Russia at the Hard Rock Café Moscow. We created our shrine to look like others at the Hard Rock: a display case along with a plaque at the bottom describing the shrine’s item. As we looked like the existing items displayed from such artists as Jimi Hendrix, The Doors, KISS, and others, we became a part of the Hard Rock fabric. And thus, Air Guitar Russia became Rock n’ Roll. The display was part of a larger campaign to gain interest in Air Guitar Russia that included: TV, Internet, PR, and one-to-one.

Since June 2009, next to Jimi Hendrix coat, hangs the actual air guitar used at the World Championships. As a result, consumers perceive the Air Guitar Russia Championships as a true Rock n’ Roll event Since the Hard Rock Café loved the idea and thought it fit perfectly with their brand, they allowed us to hang our Air Guitar display case free of charge. Thus, the media spend for this creative was $0 for the client.