With music streaming platforms on the rise, how do we drive people to visit an actual music store?

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The trick of this campaign was not only to appeal to two very different target audiences (young students and older males) but to convince both parties that going to a music store and paying a lot more for albums was worth it.

 

We focused on the idea of "nostalgia" and tangible experiences and created a campaign that spread across print, digital, and the tried and true tote bag.