CASE STUDY: Sound studio GGRP drives music execs to its website
Provided by Royal Mail MarketReach
GGRP mails a cardboard record player and a 45rpm vinyl disc as part of an integrated campaign to raise its profile.
What was the Challenge / Background of the Campaign?
GGRP - a leading sound house in Vancouver, Canada - has a solid reputation and produces award-winning work, yet it was perceived as long in the tooth. Its primary touchpoint for both existing clients and new prospects - its website - also appeared outdated and a handicap to new business, so it approached Grey, Canada with a brief to develop a new site and get the GGRP brand noticed.
What was the Campaign Objective?
To rebrand the website and reposition the GGRP brand successfully across all areas of communication on a very limited budget and prove to its target audience of creative directors in the music industry that it was still relevant and stood for creativity and quality in sound.
What was the Solution?
Grey Vancouver came up with an idea that revolved around vinyl, the number one choice for audiophiles and currently enjoying a resurgence in popularity. It designed a cardboard envelope as an album jacket, containing a 45rpm vinyl disc, that - when unfolded and with the addition of a pencil - acted as a working record player. The vinyl told the story of GGRP through a children's story entitled 'A town that found its sound'. It has been sent out to around 300 creative directors so far. A second wave is planned for the US.
What were the Results?
Direct response to the cardboard player has exceeded 90%, while the indirect response has generated even more traffic on more than 500 blogs with features on major sites such as Gizmodo, Wired and The Wall Street Journal. Traffic to the GGRP site grew exponentially, moving from an average of 50 visits a week to more than 70,000, and the studio has seen a corresponding rise in new business.
What were the Key Learnings of this Campaign?
You don't have to go hi-tech to make an impression. This sensory piece of mail, which is nothing more than a basic record player, uses a format (the vinyl record) that its audience appreciates and delivers it in an entertaining way. And by doing so the message travels far and wide.