Problem/Insight:In Brazil, the musical instrument business is very competitive. So, in stores, the fight for space to expose the brands is tough, that’s why they are completely filled with products.

Objective:To highlight the brand and product in the musical stores, and raise the sale rates.

IDEA/STRATEGY:We created music posters fitted with actual strings which can be touched and played by the consumer, emitting the sound of the illustrated instrument, highlighting the D’Addario among other brands at the moment of purchase.

RESULT:With the D'Addario Tribes campaign, specially since the posters have been fitted at the music stores, the selling of guitar and bass strings raised more than 30% in approximately 1 month. It's some incredible thing for a business which usually keeps the same sales rate average during all over the year.Still, after the posting of the campaign in some blogs without any investment in media, the brand D'Addario stayed 3.5 weeks in evidence over hundreds of worldwide websites.