A mixed media campaign using unusual outdoor, a series of T-shirts, and radio to promote Marshall Music's range of guitars, drums and other music paraphernalia.

We placed a billboard in front of a well-known site that had always had an electric fence in front of it - thereby allowing the electric wires to 'stand in' for the strings of the guitar; we printed T-shirts that appeared as if they had a guitar on them, or a microphone, or headphones - and used them as ambient/promotional items (which are now sold in store); and flighted a radio commercial on Good Hope FM selling their drums range.

Marshall Music reported a 25.5% increase in sales across the range for the promotional period, and a general increase of 15% across other instruments as a result of in-store cross-pollination.