How to reconnect young generation with jazz? By connecting jazz music to their daily lives!

Because each of us go through ups and downs, and because anyone experiencing tough times feel the need to cheer up, we decided to highlight the inherent positive dimension of Jazz music and position this genre as a soft therapy.

That’s why we created The Jazz Therapy, a special in-store experience associating Jazz songs with modern worries in a limited edition set of vinyl records.

Thanks to this simple, emotional and funny idea, we could reach young people and get positive reactions.

The Jazz Therapy campaign is an in-store experience that takes place at Walrus’.

Considering many music lovers are chilling there every day, this shop is one of the best place to reach our target.

The Jazz Therapy campaign will expand on social networks, mainly to increase traffic in situ.

Limited edition vinyl records were created to match with universal pains (heart breaks, flu, loss) and were sold at Walrus’ for 1 month.

These vinyl records are a part of special jazz compilations conceived in collaboration with the music shop, to guarantee its quality and relevance.

The rewritten sleeves were arranged in boxes with special dividers to help the consumer to find the record which matches the most with his emotional state.

A set of indoor displays was stick up into the shop (on the windows and walls) to catch people’s eyes outside and to create an immersive in-shop experience.

Walrus sold all the limited-edition vinyl records within 1 week and noticed a 17% sale increase of its regular jazz collection during the entire month of the campaign.

Many positive feedbacks about the idea and the Walrus’ initiative appeared on social networks (mainly Facebook and Twitter).

Most of young customers interviewed in the shop admitted they have been positively affected by the experience and felt « connected » with jazz culture and famous jazz artists.