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Steinway & Sons
Could a product as legendary as Steinway ever have an image problem? While Steinway has remained the choice of nine out of ten concert artists for over 150 years, its reputation has left many would-be owners questioning whether they were accomplished enough to actually play one. So we went to work and made Steinway ownership less formidable without denigrating the brand. Our campaign features a humorous look at average players enjoying the instrument through the landmark concave window at Steinway Hall in New York. The approach, together with regional sales events, resulted in an unprecedented spike in Steinway ownership. In fact, the advertising was credited with the greatest increase in store traffic in Steinway's long, illustrious history.
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