What's your Spirit Song?
Voicebox is no ordinary Karaoke joint.
They have redefined the whole experience; by offering private suites for parties. Guests get to rent a room and completely run the show.
But they needed to spread the word.
That's where we came in.
Create a targeted ad campaign to increase awareness of Voicebox and how it defies preconceived notions of a typical karaoke experience.
First, we had to answer two questions:
Our findings were quite simple.
We found our answer in stock photography.
Search terms included "Proud" and "Confident."
We looked for the most bound and determined personalities.
Next, we dug into into pop music's archives and selected a list of staple Karaoke songs.
Paired together, the match worked.
But we didn't stop there.
In addition to the billboard takeover, we created a guerrilla-marketing campaign- the Karaoke-propelled taxi service.