My audience knows what they want in a keyboard which is feeling, features, and portability. These three components are what make a great electronic piano. Casio’s Privia line delivered quality sound recorded from a Steinway grand piano. That’s the message I wanted to focus on. Essentially I wanted our target audience’s music to be attracted to the quality of sound that Privia’s piano’s produce.
Privia Pianos
For my direct mail piece I wanted to inspire the creativity that comes with trying to play the piano. I attempted to relate paint to sound. The vibrant colors were placed in a way that the text should still be legible, but provide as a filler for the negative space. Every key stroke represents the color on a much bigger canvas. Every drop of paint equals every press of a key and with enough of both you will have a masterpiece.
I studied a lot of Kazuo Kashio’s public writing as well as their companies public statements. I tried to emulate their voice while maintaining their level of Japanese formality while treading muddy waters to relate to the consumer. I think my voice of truthfulness came out well.
This commercial is a radio spot ad. It focuses on the quality of sound that the piano can produce. Essentially you shouldn’t be able to tell the difference between a Steinway Grand Piano and the Privia Px-850 over the radio.
My Tv spot ad tried to fulfill the same concept except visually. The direction I wanted to take with this ad layed within the realism the privia piano’s can provide. Which is a pianist sitting center stage in a Grand hall playing Beethoven’s Symphony No.5. It’s an instantly recognizeable piece. The Privia px 850 is disguised by a makeshift grand piano shell. It would then collapse showing that it was indeed an electric piano from the beginning. This would show the true quality that the piano has. I tested several piano’s as well as own a privia, so I can say that there sound delivers amazingly.
