Fact #170530
When:
Short story:
The Philips Monsters of Rock tour, featuring, Kiss, Black Sabbath, Slayer, Suicidal Tendencies, Angra, Viper, Raimundos and Dr. Sin plays in Estádio do Pacaembu, Sao Paulo, Brazil, South America. This is the first time Monsters Of Rock has taken place in South America.
Full article:
Jose Muniz (promoter) : At that time, sponsorship was almost impossible for the kind of bands I was promoting and I felt the only way to attract the brands was to offer a lot more exposure than they would normally get as presenting sponsors. The package I was offering to sponsors comprised the naming rights of the festival, a massive media campaign nationwide, venue presence, stage presence, product activation and lots of event and corporate press.
The first company to adhere to this concept was Philips, at the time celebrating its 70th anniversary in Brazil and needed to be involved in a event that would help rejuvenate their brand. We were bringing Monsters of Rock for the first time in 1994 and Philips agreed to incorporate their brand to the Monsters logo. The Dutch were very strict as to the use of their brand and when I first presented the artwork “PHILIPS MONSTERS OF ROCK” to the board they almost fell off their chairs. Instead of the blue they used in their logos, we had monstrous letters on top of a big creature and it took me a few meetings to finally persuade them to accept the idea.
In the end we would change artworks every year which proved to be the right decision. In its four editions between 1994 and 1998 Philips Monsters attracted over 250,000 fans and presented some of the biggest names such including Kiss, Black Sabbath, Slayer and many others. The results for Philips were quite impressive and in their market surveys the event would appear with 90% of recall among their consumers.
(Source : interview with Johnny Black, Audience magazine, 2013)
Tweet this Fact
The first company to adhere to this concept was Philips, at the time celebrating its 70th anniversary in Brazil and needed to be involved in a event that would help rejuvenate their brand. We were bringing Monsters of Rock for the first time in 1994 and Philips agreed to incorporate their brand to the Monsters logo. The Dutch were very strict as to the use of their brand and when I first presented the artwork “PHILIPS MONSTERS OF ROCK” to the board they almost fell off their chairs. Instead of the blue they used in their logos, we had monstrous letters on top of a big creature and it took me a few meetings to finally persuade them to accept the idea.
In the end we would change artworks every year which proved to be the right decision. In its four editions between 1994 and 1998 Philips Monsters attracted over 250,000 fans and presented some of the biggest names such including Kiss, Black Sabbath, Slayer and many others. The results for Philips were quite impressive and in their market surveys the event would appear with 90% of recall among their consumers.
(Source : interview with Johnny Black, Audience magazine, 2013)