Christina Herbst

COM 320
Baldwin Piano Campaign
Baldwin Campaign Creative Brief
Advertising Objective: Reinforce Baldwins already impressive position by extending
their promotion skills and increasing their brand awareness to younger generations
because Baldwin doesnt have any social media pages and have very outdated
advertisements.
Target Audience: Musicians, ages 27-50, both genders, high income
Current Position: One of the most respected and well-known Piano brands
Reinforce Position (or reposition): Reinforce this position by creating a campaign to
highlight Baldwins classic brand loyalty with current customers and to create brand
awareness for potential new customers
Features/Benefits: Only American piano company within all price ranges and aspects
of the piano market, big stars use Baldwin, Baldwin is a classic brand around since
1862, has big American sound in bass and clear bell-like quality in high treble
end, their unique design
One Thing (message, how you say & show itthe tone): Baldwins legacy lives on,
this One Thing will be shown by creating advertisements that highlight Baldwins
past and their future, the tone will be very nostalgic yet highlighting
today/tomorrows culture

Television Storyboard Sheet

Product: Baldwin Pianos
Client: Baldwin Pianos
Title: Over the Years
Writer: Christina Herbst
Length: 60 seconds
Video

Audio

Frame time
(Scene Description)

0:10 Interchanging trends collage

Announcer 1: A lot of changes have happened in 150 years. Politics, the economy,
fashion trends, TV shows, music, you name it.

0:10 Close up on a Baldwin Piano with a spotlight

Announcer 1: But while everything is changing, Baldwin stays the same.
0:10 Collage of famous people who own Baldwin (Elton John, Billy Joel, Taylor Swift,
etc)
Announcer 2: Over the years we have sold __ pianos to __ customers. Some of those
people being Elton John, Billy Joel, Taylor Swift, and Miley Cyrus.
0:10 Another close up on a Baldwin Piano from different angles
Announcer 1: Over the years we have kept our same traditional and classic style
that you love. Over the years we continue to create the best instrument to
showcase your talents.
0:10 Person playing the piano in front of a clapping crowd
Announcer 2: While the years keep changing, we will always have our Baldwin
legacy. Now its time to start showing us yours

Ad #2: New Social Media ad

Twitter:
Its down to 3 more stars, please like your favorite star to help them show their
legacy! #Showyourlegacy