Campaign activation

Sandvik: Smashproof Guitar

Challenge

Can you 3D print an unsmashable guitar? This question, posed by Sandvik Group, was the backbone of the campaign "The Smashproof Guitar", where Sandvik with a mix of creatives told the story of their engineering expertise with a unique all metal 3D-printed guitar in collaboration with rock legend Yngwie Malmsteen. The guitar was ultimately set to the test; a live performance where Malmsteen - known for his guitar smashing habit - tried to smash the unsmashable...

Tactics

We set up long-term target groups for Sandvik, with different purposes and customer journey tactics, which all connected to key moments in the campaign; allowing the campaign to work simultaneously as a PR machine, eye opener for potential new recruitments and a brand strengthening campaign with messages around their advanced solutions and engineering expertise. Therefore, working omni channel, it allowed for finely tuned optimization for maximized effect as well as longevity.

47M+

Impressions

10M+

Video views

50k+

Quality interactions

300k

full, total, completed - the works! - video views.

Average completion rate of 15 % for top creatives.

15%

No thank you, digital waste!

🛑

Anti-digital waste was our guiding star in this here campaign. Quality visits & views only.

How, you say? Multiple user journeys & a three phase structure.

1

Teaser 📼

2

Launch 🚀

3

Consideration ⚖️

🎸

Strong creatives + thought out media planning = key.

🙌

Quality = success beyond KPI's & metrics!