On The Road/Evolved Print Adverts
Client: Roland UK

The ME-20 is a complex product – one that definitely needs a ‘benefits, not features’ approach when it comes to promotion.

The target audience (budding guitar players) will already have an idea of what it CAN do; Roland needed to make them aware HOW it does it. Robust enough to take the abuse that use on rock’n’roll stages entails, the ME-20 needs to be sold as worthy of life on the road – the very rock’n’roll dream.

Most purchasers will probably never take it out of the rehearsal room, but sell them the dream and they’ll buy the product…