How do you bring a 160-year-old brand into the 21st century? By selling the most advanced player piano to non-players.
The typical Steinway & Sons piano purchase can take up to 6 months, testing various meticulously handmade models to find the one that feels right and speaks to you.
Enter the Steinway & Sons Spirio, the world’s first high resolution player piano that delivers the power of an actual live performance at the touch of an iPad—it's as if Yuja Wang was turning your living room into Carnegie Hall. Steinway & Sons discovered that when guys came in and got a hold of the iPad, the purchase was locked in 30 minutes. Mind you, a Spirio starts at a cool 115k. Oh, in case wondering, you can also use it as a normal piano as well.
To drive appeal we created a 360 campaign for Father's Day that harnessed our male target’s lust for high performance gadgets, by giving them a peek under the hood of the Spirio and command over the world's greatest concert pianists at the touch of a finger.
