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Fender asked for help creating a web and social based brand campaign of the Mustang Micro portable guitar amplifier. The Mustang Micro is an entry level amplifier because of its affordability and low barrier to entry — just plug it in and start playing.

Consumer Challenge

Wanting to appeal to novice guitar players and people who had interest in learning to play, we started talking with them about what it takes to start learning the guitar. What we found, was that there were endless reasons to quit playing guitar. Guitar as a hobby was too easy to quit.

Strategy

What we found with guitar players that did make it through the painful process of finger calluses and C Chore induced headaches, was that the moments that kept new players going were actually really simple.

The most important moment for many was the freedom to focus on pure exploration. It was the most memorable and influential part of their learning journey.

This news lead us to positioning Micro as the amp that would simplify the process of discovery for new guitar players — without the baggage of bulky amps, cables, or i/o systems, that new players were intimidated by.

Creative Solution

We focused on the feeling the Mustang Micro brings, celebrating the simplicity of the product and the feelings it brings.

Playing is freedom. No guardrails. No judgment. You can only be yourself.