In the entertainment arena, nothing stays still for a moment and Musica is leading the way with a relaunch of their brand. They recently unveiled their new ‘look-and-feel' within stores and launched a brand new TV campaign.
Musica has evolved over the last few years and adapted the brand to meet the consumer's changing needs. They have expanded beyond their traditional core music offering to become an entertainment destination for consumers, which includes DVDs, gaming, cellular, lifestyle accessories and online entertainment.
The challenge that Jupiter Cape Town faced was to change the perception of the brand as purely a music destination to the ultimate entertainment location. This desire to escape and Musica's offering led them to the new positioning ‘ A World Awaits'. A world of entertainment, containing every emotion and sensual stimulation is available on a grand scale at Musica, thus the new brand promise rings true.
“The product range in the business moved from music to entertainment a few years ago and we needed to get the brand promise in line with the business strategy,” says Musica Marketing Manager, Moenieba Abrahams. “Our main focus as a retailer is our customers, and our new promise, A World Awaits epitomises the essence of what we sell, the world of movies, music and gaming.”
“The challenge really was the identity,” says Creative Director Livio Tronchin. “For a while we'd been doing work that simply echoed the product offerings. So we had to firmly reclaim a Musica tone and territory. Musica stores are really multi-coloured due to the massive selection of different CDs, DVDs and Game titles, so the in-store experience was especially lacking a strong visual identity.”
“We needed to establish a visual scheme to really act as an anchor or base for this multitude of product offerings. This visual scheme also needed to be flexible enough to allow us to remain fresh and youthful in all executions,” says Creative Director, Joanne Thomas.
Thus the entire integrated approach to the re-branding has employed illustration and animation solely in black and white. For the in-store graphics the agency commissioned both local and international illustrators. For TV they're working collaboratively with an animation studio allowing them to bring their magic to a number of consecutive promotions.
The launch campaign has been executed together with Masters & Savant. With their wide range of illustration styles, the team from the Jupiter Drawing Room will be working alongside them on the next few promotions exploring new ways of interpreting product offerings and sales in black and white.
“We're right at the beginning with loads of unexplored territory ahead but we've managed to create a property that not only feels relevant for the brand but also allows us to create fresh work and reconnect with consumers,” comments Tronchin.
“The creative strategy stays true to the form of escapism that our products evoke, we don't just sell DVDs, CDs & Games, we sell an experience,” adds Moeniba.