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Not just fashion but music

basics
Industry: Retail & Distribution
Media:TV & Cinema
Published:Feb., 2019
Style: Minimalism
descriptioncnen
Problem:
Department store Ludwig Beck is the first address for exclusive fashion in Munich. But hardly anyone knows that they have a well sorted music department.
Insight:
While physical album sales at Ludwig Beck continue to decline, music is mainly consumed in digital playlists. Algorithms determine the next track. The album as a complete piece of art has lost its relevance. The album artwork has dwindled down to a mere fashion item. Band t-shirts are the best proof for that. They used to be an expression of true fandom, but today, hardly anyone knows the music behind them.
Idea:
Under the motto “not just fashion, but music” we invited young people to our music department to discover the albums behind the shirts on the occasion of our 30th anniversary.
Results:
Not only did the campaign generate a 47% increase in followers on social media, it also had a huge impact on the department store. People stormed the music department, discussed music and cover art – but most importantly –record sales increased by 58%.
credit
Brand:
Agency:
Creative Director:
Copywriter:
Art Director:
Other credit:Agency Twitter account: @serviceplan
Link:http://serviceplan.com
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