The smashproof guitar


Campaign activation

Can you make a guitar smashproof and engage a highly technical audience across social media? Well, if you throw Yngwiee in the mix.


Can you make a guitar smashproof?

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…


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.

"Trickle has been a great partner in identifying and developing a long-term target audience strategy with us. Together we have a common understanding of our distribution purpose and goals."

Pauliina Lunde Global Communications & PR Manager, Sandvik Group


Some things we are extra proud over

Gold / 100W

100-wattaren 2019, category: Employer branding

Silver / 75W

100-wattaren 2019, category: International

Bronze / 50W

100-wattaren 2019, category: Business


impressions, along with more than 10 million video views and 50 000+ quality interactions.

15 %

Average completion rate on top creatives.

Success factors


Quality over quantity

Anti digital waste approach trying to maximize quality instead of quantity.


Customer journey

Taking business to consumer tactics into business to business marketing, complete with a customer journey approach geared towards top and mid funnel - teasers, launch, consideration.



Strong creatives standing out from the feeds compared to other B2B campaigns.

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