HOW MCI TRANSFORMED WITH A ROCK SHOCK BRAND

STRATEGY & CONCEPT

BAPRA Bright Awards for Innovation in PR & Digital PR

WORLD BRANDS for LOCAL PROS – 20 years PRO model…

– MCI – family company of more that 20 years
– Well-known and established partner of PRO musicians in Bulgaria
– Distributor of more than 30 world known music brands – like Korg, Tama, Gibson, Fender and even more
Was on a milestone – to modernize and scale-up with e-commerce involvement.
On top – the pandemic challenged directly the PRO / offline MCI business niche as the entertainment scene was put on hold…
A traditional family brand was scaled up and refreshed with a young and rebellious addition.

Scope or how the brand scaled up

Finding real business needs – strategic & Insights prep work
Positioning & new target audience definition
Personality & Tone of Voice Creation
Brand assets building
Custom e-commerce platform – design and development
Digital launch campaign – concept, awareness & performance
Creative – series of key visuals and videos for platform, categories & products on focus

SHIFTING PERSPECTIVE TO CREATE NEW POSSIBILITIES

The direction was clear – to create a modern online e-commerce platform but still with the challenge to make a step further – beyond the conventional e-commerce shop.

We identified a new brand niche – open to all – for the new generations of young music fans, a different profile with different behavior – explorers, ready to test and take experiments, disruptors and surely – digitally oriented guys.

And that’s how a new rebellious music brand was born…

ROCK SHOCK – A BRAND NEW STORY

We pushed Music Center Ikonomov beyond the traditional and turned the project upstream with BRAND – CONSUMER FIT:

ROCK SHOCK by Ikonomov – an online based brand with fresh identity, modern style and custom e-comm platform – the new music lovers space that rocks – ROCK SHOCK.eu

And thus the brand positioning created a relevant for the company path to new target audience – non-pro fans and hobby seekers.

Visit the Store

ZEMИ TAQ…LAUNCH CAMPAIGN

Pushing the more progressive positioning, it was essential to state the new brand character and attract the audience to the platform with an “out loud” campaign.
A rebel style digital campaign that looks edgy, talks slang, and sounds loud…

ZEMI TAYA MUZIKA (Snatch that music*)

A diverse and non-conventional launch campaign – as the young and rebellious audience it targets…

Fusion creative approach with “aggressive” and eclectic design elements – the exact look and feel that shaped the brand communication at all levels

brand awareness and image;
e-commerce platform communication;
main product categories introduction;
products on focus;
and audience engagement.

SHOCKINGLY GOOD OUTCOME

Significant sales results and clear positive trend vs. previous year plus digital campaign data showcase the successful launch of the brand and the platform:

75.8%+

online sales increase in value

75.5%

sales increase in volume vs. same period in previous year

86.36%