The campaign had a traditional launch with a distinctive black and white illustrated brand TV ad. However, it was supported by a number of very powerful retail offers on TV, which burst at the same time and were produced in the same illustrated style.We ran a print and press campaign concurrently and renovated all their top flagship stores throughout the country.We dressed all the store windows taking our cue from the TV and established an illustrated black and white look throughout the in-store.This also rolled out into the Musica stationery and signage at head-office, and was followed by new packaging for items in-store that didn’t carry their own branding, like T-shirts.We rounded the launch effort off with a unique Cinema commercial that tantalised the viewer. The entire effort, a magical illustrated fest that entrenched the new positioning: A World Awaits.

The “a world awaits” tagline played an instrumental role in informing consumers of Musica’s entertainment offering.The campaign proved very popular with consumers and has resulted in boosted sales figures in the months of November and December 2008.

(An overall increase of 300% during the festive season).Our cinema experience increased foot traffic in the Musica mall outlets by an unprecedented 45%, which led to huge increases in sales and an ongoing consumer awareness of the Musica offering.Because of the launch campaign’s success (increased sales and awareness), Musica has taken the “a world awaits” positioning, look and feel and made it the basis for all their communication in 2009.