Category: Best Consumer Engagement
Advertiser: D'ADDARIO
Product/Service: D'ADDARIO STRINGS
Agency: MUSICAL EXPRESS
Art Director: Rafa Oliveira (Musical Express)
Art Director: Ed Nogueira (Musical Express)
Illustrator: Gustavo Masías
Illustrator: Ed Nogueira (Musical Express)
Illustrator: Rafa Oliveira (Musical Express)
Photographer: Rodrigo Pirim
Photographer: Leandro Texeira
Image Retoucher: André Santos (Malagueta Studio)
3D: Marcelo Jr (MMJ Studio)
3D: Eduardo Gomes
Client Approval: Antônio Carlos Tonelli (Musical Express)
Media placement: Advertising - Guittar Player Magazine - 1 November 2011
Media placement: Guitar Picks - Musical Stores - 1 December 2011
Media placement: Advertising - Rolling Stone Magazine - 1 February 2011
Media placement: Posters With Strings Attached - Musical Stores - 1 February 2011
Insights, Strategy & the Idea
PROBLEM/INSIGHT:
In Brazil, the musical instrument business is very competitive. So, in the stores, the fight for space to expose the brands is tough, that’s why they are completely filled with products anywhere.
Creative Execution
IDEA/STRATEGY:
We created music posters fitted with actual strings which can be touched and played by the consumer, emitting the sound of the illustrated instrument, highlighting the D’Addario among other brands at the moment of purchase.
Results and Effectiveness
RESULT:
With the D'Addario Tribes campaign, specially since the posters have been fitted at the music stores, the selling of guitar and bass strings raised more than 30% in approximately 1 month. It's some incredible thing for a business which usually keeps the same sales rate average during all over the year.
Still, after the posting of the campaign in some blogs without any investment in media, the brand D'Addario stayed 3.5 weeks in evidence over hundreds of worldwide websites.