Together with our client Yamaha Music Europe (Rellingen), we developed an advertisement for the launch of the new Clavinova digital piano series. The ad will appear from 5 April in trade magazines in Germany and other EU countries to coincide with the launch of the Clavinova series at Musikmesse in Frankfurt. It will also be used in digital media and on social media platforms and adapted in other advertising media for retail and end customers.
‘Communication for the Clavinova series has been very focused on the product in the past and primarily aimed at trade professionals. We wanted to change this, pay more attention to the end customer when designing the ads and emotionalise the message,’ explains Dr Lars Lammers, managing director consulting. Accordingly, we shifted the communicative focus to the enjoyment of making music. This message was visually conveyed by means of a broadly grinning Beethoven bust with the accompanying headline ‘Puts the joy into the Ode to Joy’.
The alternative headline ‘Recommended by experts’ is also set to be used primarily in trade magazines.
Client: Yamaha Music Europe GmbH, Rellingen
Brand/product: Clavinova Digital-Piano-Serie
Agency: Pahnke Markenmacherei
Person responsible on the agency side:
Lars Lammers (managing director consulting)
Jan Rexhausen (managing director creation)
Christian Domnick (manager brand consulting)
Verena Feichtner (brand consultant)
Katrin Flügel (CD art)
Michael Zimmermann (CD text)
Alireza Ataei, Michael Dahlmann, Jaana Schwenkler (AD)
Heike Feige (strategy)
Julia Pfefferlen (production)