K-array, Beyond Sound Towards Meaning
Strategy - Digital - Content
From a sound carrier to a carrier of culture.
In its 20th anniversary year, K-array acquired from SZ Sugar the rights to Musica per una fine, an unreleased work by Ennio Morricone, based on a text by Pier Paolo Pasolini.
We helped the brand build a new narrative around the acquisition:
one focused not simply on sound, but on value.
Beyond Sound, Towards Meaning
The strategy began with the launch of a new episodic content series.
Each episode is a branded film built around a true story.
The first tells the story of how record label SZ Sugar chose K-array to bring new life to a work that had remained forgotten for years, never performed live.
K-array chose to amplify its value by making it happen: the first-ever public performance of the piece, live on stage, with free admission.
We told that story.
Spreading the message. Measuring the impact.
The branded film was first unveiled at K-array’s Gran Dealer Meeting, where it was delivered exclusively to the entire sales network through a special box containing access to a dedicated landing page.
We then brought the documentary to the public through a press release and a digital strategy across Italy and Europe.
48,048 landing page visits
100,426 trailer views
12 weeks.
This is only the first episode of a broader strategy designed to move K-array towards a more authentic form of storytelling: one rooted in real stories and emotions, and built to make the brand memorable in a market increasingly crowded with products and services.
The Right Thing Over The New Thing.
Backstage Photographs: Roberto Graziani
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The right thing over the new thing
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