ROLI

The Problem

ROLI was already known for making innovative musical instruments. But with ROLI Learn, they needed to communicate something different: this wasn't simply another way to play a keyboard, it was a different way to learn piano.

The challenge was to create a clear distinction between the hardware and the learning experience around it, while showing that the product could work for people at completely different stages of their musical journey.

The Idea

Not all piano learning is equal.

Instead of focusing solely on what the technology could do, we focused on what it could do for you.

We developed the campaign around four different learners, from a young child through to adults, reflecting ROLI's key audiences and showing that learning doesn't have to look the same for everyone.

The creative became a simple way of demonstrating the breadth of ROLI Learn while separating its proposition from a conventional keyboard: the same instrument could unlock very different experiences depending on who was sitting in front of it.

The Outcome

As Creative Director, I developed the campaign from concept and scripts through to the wider creative system.

The idea became a hero film supported by photography, social films, graphics and a complete paid advertising funnel, giving ROLI a consistent way to communicate the Learn proposition from initial awareness through to product consideration.

The campaign ran across social and OOH, turning a complex product story into a simple proposition: there's more than one way to learn.