Steinway and Sons
CASE STUDY: THE LAUNCH OF STEINWAY AND SONS' MOST SIGNIFICANT PRODUCT INNOVATION IN 70 YEARS
Steinway and Sons, a name synonymous with unparalleled craftsmanship in piano manufacturing and luxury, introduced Steinway Spirio, the culmination of decades of research.
A high-resolution player piano system, Spirio offers an extraordinary listening experience, replicating live performances with precision and artistry.
Launch Steinway and Sons Spirio in the Australian market, emphasising its uniqueness and technological innovation, and targeting luxury piano enthusiasts and music lovers.
Strategy & Execution:
Launch Event in Melbourne:
Exclusive Performances: Featured Spirio recording artist Amir Farid and renowned Australian artists like James Morrison, John Foreman, and Harrison Craig.
Demonstration: Showcased Steinway Spirio's high-resolution playback with live comparisons to actual performances.
Media Engagement: Invited key media personalities, influencers, and industry experts.
Targeted Media Outreach: Highlighted the patented technology and the unique Steinway Spirio music catalogue across prominent print and digital media platforms.
Collaboration with Apple: Each Steinway Spirio included an Apple iPad for seamless control, enhancing the luxury appeal.
Music Catalogue Promotion: Promoted the diverse range of genres, emphasising the exceptional recording technology that captured each artist's essence.
Luxury & Innovation: Positioned Steinway Spirio as a premium product representing the pinnacle of technological innovation in pianos.
The launch event attracted media interest among luxury piano enthusiasts and the broader music community.
Stakeholder Impact: Garnered extensive reach, further amplifying the product's visibility.
Brand Reinforcement: Strengthened Steinway and Sons' reputation for quality, innovation, and excellence.
Sales and Engagement: Increased inquiries and sales post-launch, with ongoing engagement through the ever-growing Spirio library.
The launch of Steinway Spirio stands as a testament to Oliver and York's adeptness in handling luxury products with a unique blend of elegance and innovation.
The agency's efforts in strategy development and execution led to a highly successful launch, capturing the attention of the target audience and reinforcing Steinway's legacy as a leader in the piano industry.