To make the most of those awkward coughs that happen so frequently at more upscale concerts, cough candy brand Ricola had a genius idea to incorporate these noise-makers into the mix. After hiring a few actors, they managed to pull off a coughing concert, and not everyone was in-the-know.
A female musician first comes out onstage to welcoming applause. However, after playing the first few bars she stops as a few people start to cough. Soon certain audience members are belting out a tune with their throats, with other audience members laughing (and various ones not looking too impressed). Ricola pulled off this campaign brilliantly, and at the end a banner for the company was shown to avoid endless confusion by onlookers.
Key Themes Behind This Trend
- Interactive Concert Experiences
- Ricola's coughing concert demonstrates the potential for interactive elements to enhance concert experiences, creating unique and memorable moments.
- Unconventional Advertising Campaigns
- Ricola's coughing concert showcases the effectiveness of unconventional and immersive advertising campaigns that engage audiences in unexpected ways.
- Brand Integration in Performances
- Ricola's coughing concert highlights the opportunity for brands to seamlessly integrate their products or services into live performances, providing a new platform for promotion and audience engagement.
Where This Applies
- Concert & Event Production
- The coughing concert trend opens up possibilities for concert and event production companies to explore innovative ways of engaging audiences and creating memorable experiences.
- Candy & Confectionery
- Ricola's cough candy brand integration in the coughing concert campaign presents an opportunity for candy and confectionery companies to collaborate with musicians and event organizers for unique product placements.
- Digital Marketing & Advertising
- The success of Ricola's coughing concert as an immersive advertising campaign suggests potential for digital marketing and advertising agencies to develop interactive and unconventional strategies that captivate audiences.
