EPIPHONE LES PAUL BJOERN GELOTTE SIGNATURE EDITION
Category
I03. User Experience
Entrant Company
SERVICEPLAN Munich, GERMANY
Advertising Agency
SERVICEPLAN Munich, GERMANY
Media Agency
MEDIAPLUS Munich, GERMANY
Credits
Name
Company
Position
Alexander Schill
Serviceplan
Chief Creative Officer
Matthias Harbeck
Serviceplan
Executive Creative Director
Hans-peter Sporer
Serviceplan
Executive Creative Director
Franz Roeppischer
Serviceplan
Creative Director
Lorenz Langgartner
Serviceplan
Creative Director
Shari Bremer
Serviceplan
Art Director
Nicolas Klein
Serviceplan
Art Director
Florian Daldrup
Serviceplan
Copywriter
Juliane Weber
Serviceplan
Account Supervisor
Lukas Pachoinig
Mediaplus
Media Planning
Frank Graefe
Eat/Sleep/Design
Illustration
Henan Wiesink
Henanx
Music Consultant
Thomas Vidovic
Universal Music Publishing
Key Facilitator
Stephon Karolus
Skfilm
Creative Producer/Dop
Bjoern Gelotte
In Flames
Music Producer/Sound Design
Felix Hofer/Felix Duczek/Julius Conrad/Tom Batoy
Henanx
Music Producer/Sound Design
Jonathan Davies
Shazam
Director Eu Music Partnerships
Hollie Parlour
Shazam
Senior Client Services Manager
Jan Kubran
Sony Music Entertainment Germany
Head Of Music Licensing Gsa
Marcus Gums
Kmg Germany
Vice President Synchronion Dach
Creative Execution
Through print ads in relevant music magazines and in-store posters, we challenged guitar players to prove their skills: They had to perfectly play a difficult solo, written by Björn Gelotte himself. The perfection was measured by using Shazam like never before: As a musical judge.
Because we had placed perfectly played master recordings of the solo – recorded in different setups and adapted to the Shazam search algorithm – in the Shazam database. Only if the user played well enough, Shazam would detect a match and reveal a website with the chance to exclusively pre-order or even win the new Les Paul.
During the promotion period, countless guitar players tried to master the solo. Because those who weren’t good enough didn’t produce a measurable result within Shazam, we can only guess the numbers. What we know: Even though only very skilled guitarists could play the solo perfectly in our tests, Shazam measured 250+ successful matches. One lucky guitar mastermind got the new Les Paul for free. The rest of the first production batch was sold out, before it was even in stores. Not least due to the Les Paul Skill Check, the 2015 Les Paul Signature Edition is now at the top of every guitar player’s wish list.
OBJECTIVE:
In 2015, leading manufacturer of premium guitars Epiphone by Gibson announced a new Signature Edition of their most famous model: the LesPaul – played by legends like Slash, Jimmy Page or James Hetfield.
Promote this new edition, designed by Björn Gelotte, guitarist for famous Swedish metal band “In Flames”.
CLIENT CHALLENGE:
Everyone wants a Les Paul. But once you have one, you’re set for years.
Epiphone still has to keep up demand for annual product launches.
TARGET AUDIENCE:
Ambitious amateur, semi-pro and pro guitar players. Familiar with the history of the Les Paul. Interested in rock/ metal. From DACH region.
INSIGHT:
Musicians love to be challenged.
STRATEGY:
Challenge + Exclusivity = Extreme Attraction.
IDEA:
Let guitar players prove their skills, by perfectly playing a difficult solo written by Gelotte himself. Let them measure their precision through a familiar channel: Shazam. Reward them for perfect performance with exclusive benefits.