To garner awareness from two target audiences, US teachers and Canadian teachers, we developed two unique digital media concepts to align with the messaging goal we had for each. The concept was that music is alive inside every music teacher. To represent that, the silhouetted head of a music teacher acts as a frame or window on a video of hands playing a piano. The initial screen is filled with the video, and as time progresses, the head silhouette becomes apparent as it slowly decreases in size to its final position in the closing frame. The hand-lettered typeface gives a personalized quality, reflecting the individuality of the teachers. The use of video along with illustration created eye-catching ad campaigns that incorporated the RCM colour palette.

For both target audiences, we used a combination of SEO, paid social and display digital ads that included video and GIFs for both the main campaign and remarketing. As well, we used a video sequencing technique, a series of three short video ads that helped the impact for the targeted audiences. For every viewer who saw Video 1 and did not interact, they then saw Video 2 and subsequently Video 3. We also boosted interactions in the US market by including interstitial ads during the conversion phase.