GGRP Cardboard Record Player
Agency: Grey Vancouver
A. EXECUTIVE SUMMARY
Business Results Period (Consecutive Months): March 2010 – May 2010
Start of Advertising/Communication Effort: March 2010
Base Period for Comparison: January 2009 – December 2009
a) Synopsis of the Case
GGRP is a premier sound house, based in Vancouver Canada. Despite a strong reputation, and a history of award winning work, GGRP was suffering from the perception that they’d gotten long in the tooth.
In answering the brief, we created a direct marketing campaign—based on the idea of vinyl—targeted at Creative Directors across Canada and into the US. This fit GGRP perfectly. Vinyl has a proud history: it’s the #1 choice for audiophiles; it’s the most creative and expressive medium for sound; and it’s enjoying a tremendous resurgence in popularity. In so many ways, vinyl parallels the GGRP brand. To start, we redesigned the company identity and created a new website.