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.
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.
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.
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.
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.