Steinway & Sons
BRAND FOUNDATION, CREATIVE, DESIGN, MEDIA, PAID SOCIAL, LEAD GEN
Team: Strategists, creative director, copywriter, designers, media planning
From: NY, Miami, London, Los Angeles, San Francisco, Düsseldorf, Beijing
For their first major marketing effort in 40 years, we uncovered a value that connects the craftsmen who build Steinways, the pianists who choose to play Steinways, and non-pianists who nonetheless own Steinways: a dedication to being the best in the world at what they do, and an almost obsessive unwillingness to compromise their craft in any way.
We launched an integrated array of Brand, Product, and Retail content, events, print + digital advertising, and paid social media, designed to minimize spend and maximize impact across three continents.
Owner profile: Maroon 5's Jesse Carmichael
"LIGHT+CO's work on the Steinway & Sons brand has made a significant and measurable impact.
They helped us define the brand’s purpose, values and beliefs after a forty-year hiatus from advertising. They then applied those to develop a unique, elegant, memorable and persuasive campaign idea and executions that had an unprecedented effect: consumers contacting our retail locations with ads in hand, making impulse purchases of over $100K."
Cristina Lilly, Global Head of Marketing, Steinway & Sons
Digital Crown Unit
BACK TO SCHOOL Facebook Campaign