Title	GUITARS NEED HEROES
Brand	4SOUND
Product/Service	4SOUND
Category	A06. USE OF SPECIAL EVENTS AND STUNT/LIVE ADVERTISING
Entrant Company	ANORAK Oslo, NORWAY
Advertising Agency	ANORAK Oslo, NORWAY
Production Company	GOOD MORNING Oslo, NORWAY

Name	Company	Position
Jens Petter Aarhus	Anorak	Creative Director
Peter Power	Anorak	Copywriter
Kasper Amundsen Tuvnes	Anorak	Creative
Torgeir Vierdal	Anorak	Account Director
Ina	Egelandsdal	Project Manager
Simen Idsøe Eidsvåg	Hes	Creative Director

Results and Effectiveness

The campaign turned out to be one of the most successful campaigns ever launched by 4Sound. It increased their customer base by over 26%. They increased their sales by over 29% compared to the past 2 years. And at the same time their online store had 40% more visitors then previous months. It also helped 4Sound re-establish their brand values in core audiences: musicians. Which also happens to be their most important clients.

Creative Execution

We had an extremely limited mediabudget of 20 000 euro. To maximize the reach of the campaign we focused on an ambition of creating a guitar-movement. This was done through an extensive PR-strategy and by teaming up with bands and artists that supported both the cause and the campaign. We invited several bands to donate a song for the vinyl to fight for the guitar. Through this we created content exclusively for each of the bands and artists Facebook-pages and Instagram-accounts. And we transferred parts of the media budgets to boost the reach of posts made in their channels. We also used a lot of the documentation from people handing in plastic guitars in 4Sounds stores as social content which we again used as paid advertisement. Store windows, in-store material and 4Sounds CRM channels was also used to communicate the campaign with great success.

Insights, Strategy and the Idea

4Sound used to be the go-to source for people who wanted to talk and buy guitars. But since the beginning of the digital instrument-era, the interest has been declining. Our challenge was to turn the trend and engage people into picking up their first guitar. Our insight work showed some interesting facts regarding the guitars survival in the digital era. The game «Guitar Hero» sparked the interest for the guitar, but after it was pulled in 2011 it slowly faded again. We wanted to engage the Guitar Hero-gamers and turn them into guitarists. The solution was to offer them a deal: hand in your guitar hero, and we´ll melt it into a vinyl record. The vinyl consisted of unreleased songs from Norways biggest rock bands, a chord booklet and a guitar course. And a great deal on their first guitar for the sacrifice they made.