We were given the chance to launch the first Hard Rock Hotel in Asia. Instinctively we turned to the well-known rock memorabilia that made Hard Rock Cafe famous in the first place and tried to subvert it by replacing some of the Hard Rock Cafe Kuala Lumpur (Malaysia) decorations with apocryphal versions.
The eerie result was a fascinating account of the infamous stories of rock stars destroying hotel rooms. It generated a big online buzz in anticipation of the launch and recruited Hard Rock Cafe fans through special offers at the restaurant.
This was one of my very early attempts to include brand experiences as an integral part of driving results for the business beyond just communications.
Credits
This idea would not have happened without the outstanding people I had the privilege to work with. I want to give due credit to Andrew Low, Yeoh Oon Hoong, Jarrod Reginald, Michelle Lim and Gigi Lee.
