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Destination 

During fall 2008, Yamaha wanted to communicate their strengths and advantages, show their exceptional acoustic-electric guitars and convey that they enrich people's lives with music. Quite simply, they wanted to establish contact with the end consumer and, of course, thereby increase sales.
The challenge consisted in achieving this with a very limited budget.

Platform

Facts about the target group "instrument players" did not exist in our databases. In order to do a valuable strategy job, this information was essential to all parties. Therefore, an online survey with 654 instrument playing respondents took place. The results clearly showed that instrument buying is not an impulse matter and that the target group is engaged, looking for info in an active mode. They are very interested in other people's opinion and look for advice. The top most important channel for information gathering round an instrument purchase was the Internet, and especially social media, such as communities. Via the survey, we also found out that many instrument players write their own music.

Insights from the survey formed the basis of a conceptual idea that was elaborated by all Yamaha communications consultants (Frank & Earnest, Sund Kommunication and Mindshare) - Yamaha Sound Advice (in its double meaning), an Internet advisory service.

Through Yamaha Sound Advice, Yamaha was to become more personal and show that:

• Yamaha has great knowledge of musical instruments.
• Yamaha has high quality products.
• In the jungle of more or less serious brands, Yamaha is a company to be trusted.
• The brand Yamaha is not anonymous, but has an open and client-friendly approach.

The take-off of the media strategy was to use the social capacity of the Internet along with its search possibilities in order to create awareness of the Yamaha Sound Advice. Thereby, we could potentially reach and involve the potential consumer when he/she is actively looking for information at the time of purchasing a guitar.

Design and Delivery

• Yamaha created a site called www.yamahasoundadvice.se that became the hub of the campaign. The central function was the advisory forum, where anyone could pose questions to the Yamaha guitar expert. Something that also really involved the target group was the fact that you could upload your self-composed Yamaha sound logo, get rated and compete for nice prices. This was relevant as the survey had shown that the target enjoyed composing. The competition worked well as a pull-in to the site, had a great PR and viral potential. It was also easy to tip your friends through a Facebook application etc.
• We very strongly believed in the idea of letting the target group act virally, which is why we made Myspace another master track of the Yamaha Sound Advice Campaign. The music community hangs here and through the community base, there was a possibility to get the target group to interact with the brand and make friends. We were able to work editorially with the Yamaha Sound Advice profile page and through a test panel which tried out the guitars. There were ad banners for the sound logo competition and the Yamaha Sound Advice function on the starting page as well as the music starting page.
• We also completed the campaign with banner ads on niche music sites as well as relevant SEM.

 Effectiveness

• Through the engaging, relationship-building and strictly targeted Yamaha Sound Advice campaign, Yamaha established a successful direct contact with the end consumers.
• The advisor was asked more than 350 different questions, almost all of them from potential buyers.
• Almost 400 people got involved in the sound logo composition.
• The Myspace site had 10,000 visitors and 1,000 instrument players became Yamaha "friends".
• We reached high brand awareness and a great viral effect. 40-45% of those who visited the campaign site went directly to www.yamahasoundadvice.se, which proves that the concept had stuck in the target group.
• Banners had an amazing CTR of 25%.
• Yamaha can profit from the successful Yamaha Sound Advice concept in other contexts (in-store, internally, on music schools, for different products lines etc.)
• Finally, sales went up +21% during July-November 2008 compared to the same period the previous year.

Relaterade länkar:

• Yamaha Sound Advice