YAMAHA
YAMAHA
Private Concert
Yamaha x Montblanc
Yamaha expanded to the Chinese market in 1985, making them the first foreign music instrument company in China. Yamaha is well-positioned as a high-end brand with great history.
In recent years, most of the Chinese immigrants in Canada are from higher social classes, and music education for this group of people is important. This makes Yamaha their first choice when it comes to purchasing musical instruments. This makes Yamaha’s sales in Canada increased significantly because of the Chinese population.
Goal
Strengthen Yamaha’s high-end market position in the Chinese community.
Analysis
For the musical instrument industry in the high-end brand position, we suggested Yamaha reach their marketing goal via experience marketing.
Because of the high marketing cost in experience marketing, we combined the characteristics of Chinese culture and decided to influence more target audiences through the most high-end and the most influential Chinese group to ensure influence on a bigger scale.
Event Format:
Private concert, bring a high-end experience to a small private music concert.
Event location:
Through resources in the Chinese community, we were able to host the event in a 20 million dollar house.
Performance
The top musician in Toronto + Yamaha’s high-end musical instruments (total value over 1 million)
Decoration
Customized decoration including dessert, furnishings, napkins, etc.
The Approach
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Influencer Marketing
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Content Production
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Email Promotion
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Web Development
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PR Strategy
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Event Photography
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Offline Event Plan and Organize
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Social Media Ads
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Social Media Management
