When the Song Room saw the idea, things moved fast. Retailers were approached to sell the air instruments, the instruments were made, a new look was developed for the brand, the website was built, the air busking stunt and play air competition were planned for the launch during the school holidays. The play air campaign ran for six weeks and raised $749,266 in its first year.

The campaign exceeded the Song Room’s expectations, generating $749,266 in its first year. Much more than a fundraiser, it got their message out there in a way that was fresh and engaging. It was also the vehicle that enabled them to totally reinvent their brand. No ordinary charity campaign, it didn’t just pull on the heart-strings, it was involving and a lot of fun. But most importantly, it's helping put real instruments in the hands of more than 20,000 disadvantaged children each week.