The project began with a pre-launch teaser airing on April 9th, 2019.

Designed to create intrigue and interest within our chosen media sectors, the teaser showed musical virtuoso, Yngwie Malmsteen, playing and attempting to smash the guitar during a performance.

By issuing an embargoed teaser in the week prior to launch, we were able to generate interest in the campaign across both our vertical sectors and aforementioned countries.

The full documentary style video — created by Swedish advertising experts, Forsman and Bodenfors — focused on the engineering and the manufacturing of the piece and was exclusively shown post launch. Now we had the media interested, the official video provided the press with both the content for the project and our revised public persona for Sandvik.

On the day of the launch we then proactively contacted the relevant UK based media — print, broadcast and trade publications — to arrange a series of interviews with members of the Sandvik team. All media contacts were followed up by phone and offered exclusive content and interviews in order to maximise coverage.

At the launch, journalists were allowed to hold and play the guitar, just as Malmsteen had. This sparked a large uptake in interest surrounding the campaign and opened up opportunities for high domain coverage.

Finally, we organised a general press release that covered all target media areas. This meant we were able to distribute efficiently and with precision timing whilst also maintaining an appropriate level of focus on the event.