Talk­ing about teenage souls: we decid­ed not to talk about the tech­ni­cal fea­tures of the instru­ments, but rather about their emo­tion­al impact. In a tur­bu­lent stage of life, full of inner con­flicts, music can help young peo­ple to express their thoughts and feel­ings when­ev­er they can’t find the right words. This was the idea behind our cam­paign slo­gan: ‘Make your­self heard.’

The response was amaz­ing. The view-through rate and num­ber of inter­ac­tions sur­passed all our tar­gets. There was a sig­nif­i­cant sales uplift. The num­ber of views even con­tin­ued to grow organ­i­cal­ly after the end of the cam­paign – and now stands at just under 12 mil­lion. This proves that we con­nect­ed with their souls.