Problem: People have disconnected from the origins of music genres.

 

Insight: People can find their identity and themselves through music.

 

Strategy: Dive yourself into music genres to find your sound and master your voice.

PRINT

SNAPCHAT FILTER - GAME

Depending on which level you

arrive to, a filter feature will be

unlocked.

Country

1st Music note: Hair

2nd Music note: Hat

CD: Bolo tie

Cassette tape: Plaid shirt

Vinyl: Fringe trim shirt top

Rock

1st Music note: Hair

2nd Music note: Eye make-up

CD: Black lipstick

Cassette tape: Pick necklace

Vinyl: Leather jacket

Pop

1st Music note: Pink highlights

2nd Music note: Face gems

CD: Microphone necklace

Cassette tape: Smiley tee

Vinyl: Jacket with pins

Punk

1st Music note: Hair spikes

2nd Music note: Face piercings

CD: Black spike necklace

Cassette tape: Mesh top

Vinyl: Striped skull top

CAMPAIGN LAUNCH WINDOW DISPLAY

Show key pieces from the outfits that represent the music genres along with pictures of before and after.

They would also have mirrors to help the spectator see himself as a genre fan.

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IN-STORE AND INSTAGRAM COMPETITION

HMV will have several weeks dedicated to music genres.

Every week will be a different music genre.

 

The first day of the week they will host a competition both in-store and online.

Example using country music:

 

Online

Get people to dress up in a way they think represents their favourite music genre and post pictures of their outfits online with the hashtag #MasterYourVoice for the chance to win prizes.

 

In-store

Invite people to visit a branch event dressed up in a way they think represents their favourite music genre.

At the event they’ll listen to the ‘masters’ of the genre, engage with other fans of the music they like and participate on a competition.

insta post.jpg

WINDOW DISPLAY

COUNTRY MUSIC WEEK

Show key pieces from the outfits worn by the genre’s fans who won the contest online and in-store.

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TV ADVERT

Country Music (to be done with other genres too)

Show how actual albums can help you find your sound and identity by showing a guy physically looking more and more like a country music fan and expert after picking CDs up.

Sound: Country music playing throughout the advert. Goes from faint to loud.