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.

Objective:
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.

High-Profile Partnerships:

Collaboration with Apple: Each Steinway Spirio included an Apple iPad for seamless control, enhancing the luxury appeal.

Content Strategy:

Music Catalogue Promotion: Promoted the diverse range of genres, emphasising the exceptional recording technology that captured each artist's essence.

Market Positioning:

Luxury & Innovation: Positioned Steinway Spirio as a premium product representing the pinnacle of technological innovation in pianos.

Results:

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.