Bugaboo + SongDivision
Bugaboo is an innovation leader in the world of strollers and luggage systems who believes that mobility, moving freely and every journey we make should respect our planet and the people on it. When it came to the Australian launch of their new Diesel Rock Stroller, Bugaboo sought an equally innovative way to create a memorable ‘rock’ experience for journalists and media representatives in attendance. SongDivision had just the Experiential Marketing solution for the job.
In order to inspire the connection and emotional appeal Bugaboo was after, we designed a truly immersive songwriting and recording experience at Australia’s most famous recording studio, Studios 301, complete with SongDivision’s world-class musicians who earned their chops touring with artists such as Van Halen, Lionel Richie, Silverchair, Powderfinger, Tina Arena, Jessica Mauboy and Jimmy Barnes.
As guests arrived and took in the atmosphere, our musicians set the mood with high energy songs. We then worked with the group to create a completely original song around the theme of ‘Rock and Roll Parenting,’ the result of which was a catchy, fun and tongue-in-cheek look at the joys and challenges of being a parent.
The immersive musical experience successfully created the connection and buzz Bugaboo was after and provided the company with meaningful content to support the launch of their ‘rock and roll’ stroller, while equally conveying their brand purpose.