Propellerheads Promo, Case study WORLD´S BIGGEST DRUM MACHINE by Ingo Stockholm

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Industry Software & Multimedia Productions, SaaS
Media Promo & PR, Case study
Market Sweden
Agency Ingo Stockholm
Director Ryan Harlin
Designer Richard Landérus
Released August 2010

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Product/Service: MUSIC SOFTWARE
Date of First Appearance: Aug 24 2010
Entry URL:
Digital Director: David Schwieler (INGO)
Art director: Gustav Westman (INGO)
Planner: Anders Norman (INGO)
Web producer: Fredrik Almgren (INGO)
Designer: Richard Landérus (INGO)
Account Manager: Ulrika Grevin (INGO)
Account Manager: Pia Roos (INGO)
Director: Ryan Harlin (PROPELLERHEAD)
Media placement: Viralmovie - YouTube - August 24th, 2010

Insights, Strategy & the Idea
Propellerhead lunched a large update of their software for music production. The product is very niche, the target audience are ambitious and professional musicians all over the world. Our challenge was to communicate the improved product with more focus on beats.

Musicians are a very sceptical target audience. The most important source of knowledge and inspiration for musicians is YouTube. This is where they go to find information about products. YouTube is the place where musicians’ decision making processes evolve around. We needed to find a more fun way to communicate our product update and do it via YouTube.

Creative Execution
The campaign launched with the concept “kick it up” the main idea to make everything bigger – we made the world’s biggest drum machine. The core idea was to make a huge drum machine projected on buildings with a really large track pad you could dance on, all to reach the target audience via YouTube.

Results and Effectiveness
36,000 views within 24 hours of launch and over 80,000 within the first week with over 150 comments, predominately from musicians. The first page on the blog Gizmodo and hundreds of blog comments all over the world. 200 tweets acknowledging the film within the first day.