The Brief

Lately, the recognition about band-music has been changing towards more positive direction, as more music audition TV programs are getting popular in Korea. People who want to play drums in a band at school or work are gradually increasing as well. However, even though they are willing to learn to play drums more professionally, most of them hesitate to take drum classes. I-play Music academy would like to let them know they can learn to play drums in an easier way and friendlier environment.

Describe how the promotion developed from concept to implementation

We started off with an idea that the shape of chopsticks is similar to the shape of the drum sticks, and then we came up with an idea to produce the drum stick-shaped-chopsticks and table mats with image of drums. Then they were placed in restaurants where our targets visit. We encouraged the restaurants to play songs that have strong drum bits so that people would get inspired to play drums on the table mat for fun while waiting for their meals. Through this campaign, we successfully introduced the drum class of I-play Music academy in natural and fun method, persuading our targets that learning to play drums is easy and fun.

Describe the success of the promotion with both client and consumer including some quantifiable results

People who used to think that learning to play drums was very hard, now realize that it is not. As a result, the number of visitors to the I-play music academy has increased by 150%, and the number of students who signed up for the class has increased by 120%.

Explain why the method of promotion was most relevant to the product or service

The hands on experiences are really important for promotion of music academy. The real advantages lie in people grabbing the sticks, beating on something and playing the drums along with the music in order to attract more people to sign up for the music classes. Moreover, being able to promote the drum classes at totally unexpected places – in this case, restaurants – and this alone is interesting enough. Almost everyone has the moments of singing along the songs or getting into the rhythms at the restaurants. The sensual image of drum sets and the drum stick-shaped chopsticks get the message of this campaign across clearly, along with the fun of imitating to play drums.