DMA GOLD - We created the Off-Guard Gigs to bring music fans up close and personal with their favourite bands - and Right Guard closer to their target audience. Through a competition run online, fans were able to win 3 seats on the cosy gig bus for performances by bands such as Guillemots, Delays and The Courteeners. The footage was posted online and spread virally through fan sites, blogs and the bands own websites. The campaign was backed by online and print advertising as well as extensive PR. The van also travelled the country to festivals such as Lovebox, Bestival and Surfstock hosting more impromptu off-guard performances by more bands - and putting the van, and brand, in front of hundreds of thousands of music fans.
