The Hi-Light Guitar

Résumé du document

The product is an electric guitar that gradually shows the player where to put his fingers depending on the song he is playing. It is composed of multiple LED lights placed on each frets under each strings in order to highlight exactly the right places where the player has to put his fingers. When playing the Hi-Light Guitar, the user chooses one of the existing songs or exercises offered in the guitar and launch it. All the different notes of the song will then be shown step by step so that the player can learn how to play the song himself directly on his guitar. He will try to press and hit the strings at the right time. That is the basic concept of the Hi-Light Guitar.

The design: The Hi-Light Guitar has a very classic electric guitar design. It looks a lot like the Fender Stratocaster. This common design is used so that people understand in a glance that it is an electric guitar and that it offers all its basic functionalities. They will instantly know that it needs electricity to work and that it can be wired to an amplifier.

As everybody already knows, when playing guitar, the player needs to press the strings on the neck of the guitar as he hit the strings with the other hands. Each string and each fret make a different sound. When learning how to play guitar, people are first taught how to place their fingers on the neck and how to move them. They need to exercise a lot in order to get used to the movements and be able to press the strings at different places very rapidly. Usually, people learning guitar use manuals or take guitar lessons where they are taught where to put their fingers. They are given exercises that have to be repeated many times.

Extraits

[...] Some people start playing guitar just to be like their idol or to be able to play their favourite songs Others start learning guitar in order to become a rockstar or famous musician We should therefore focus on communicating around rockstars and famous guitar players. We need to show that the Hi-Light Guitar will really help its users become as good as their favourite guitar players. As we can see in my competitive analysis, most guitar brands use famous musicians in order to advertise their guitars. [...]

[...] The Hi-Light Guitar does exactly the same but more efficiently. Anyone can start learning guitar by simply selecting the exercise mode one wants. Each exercise has to be done in the right order in order to have the best result. Professional guitar players and teachers have created and selected all the exercises offered in the guitar. We therefore guarantee our users some good content. Even though the Hi-Light Guitar mainly focus on beginners and non- professional players, it is not made just for people that want to learn to play guitar but also for people that want to get better at it and learn to play new songs. [...]

[...] - Its classic vintage electric guitar style. - The strings of the Les Paul guitars are always mounted on the top of the guitar body Audience: - The Gibson Les Paul is an electric guitar made for a more mature audience. - The Les Paul guitar is famous amongst Rock'n Roll and Blues lovers Slogan: Only Gibson is Good Enough Where is the product advertised? The product is advertised mainly through sponsoring. Many famous musicians like Eric Clapton and Keith Richards use the Les Paul guitar. [...]

[...] The advertisements for the Hi-Light Guitar are mainly addressed to children from 10 to 20 years old. Therefore the list of Advertising Codes on the CAP website should be carefully reviewed before launching our advertising campaign. The list of Advertising Codes on Children: http://www.cap.org.uk/Advertising-Codes/Non-broadcast-HTML/Section-5- Children.aspx 5. Final Campaign Present a completed example of an advertising/commercial/alternate Media-campaign. Using all the elements and information we have gathered, we are now able to create an effective advertisement campaign for the Hi-Light Guitar. This is one of the visuals that are going to be used for press and online advertising: The poster shows a kid, whose face is painted just like one of the Kiss[7] members. [...]

[...] Place The Hi-Light Guitar will be sold in music stores and in online shops. Young people being very big users of Internet, it is important to be very present on the web. We are not going to communicate on the outlets the Hi-Light Guitar will be sold in. It doesn't really interest our target audience to know where it is sold. They already know they are going to find it online and in music stores. Promotion Each new Hi-Light Guitar will be delivered with 5 free coupons to download new titles for the guitar on the Hi-Light website. [...]