This interesting campaign for Japan’s Roland Corporation was designed to help key leaders throughout the company worldwide understand the need to move away from a focus on acoustic pianos toward digital pianos. By presenting facts showing the continuing decline of acoustic piano sales worldwide and showing the dramatic increase in digital sales, the brochure made a strong case for a new way of looking at piano sales. One of the key barriers we faced was a general perception that digital pianos were not as good as acoustic. We used additional facts about the development of digital pianos to illustrate that this is merely a myth. Digital pianos today are virtually indistinguishable from their acoustic counterparts.
We produced a series of brochures and followup reports.