While Steinway has remained the choice of nine out of 10 concert artists for more than 150 years, its reputation has left many would-be owners questioning whether they were accomplished enough to actually play one.

With this in mind, Freelance24-7.com identified a niche opportunity for the venerable brand. Our campaign featured a humorous look at average players enjoying the instrument through the landmark concave window at Steinway Hall in New York, which made Steinway ownership less formidable without denigrating the brand.

Our approach, together with regional sales events, resulted in an unprecedented spike in Steinway ownership. In fact, the advertising campaign was credited with the greatest increase in store traffic in Steinway's long, illustrious history.

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