In 2011, Roland rolled out the JUPITER-80—the company's groundbreaking top-of-the-line live-performance synthesizer. Given the nod to Roland's legendary now-vintage JUPITER-8 (circa 1981), the bar was set very high. Roland enlisted Jeff to develop the messaging and launch campaign surrounding this prestigious flagship product.
Web and Print Campaigns
Jeff met the challenges of the stealth-mode pre-launch phase with a worldwide teaser Web campaign, "Metamorphosis of a Legend", that garnered a huge number of hits, interest and speculation. The teaser campaign culminated with both online and print ads coinciding with the actual unveiling at Music Messe. Once a prototype was available, Jeff then ramped up to the actual product release, fleshing out the true essence and optimal positioning of the product. This stunning instrument's ability to faithfully realize traditional instruments with exceptional musicality led Jeff to create the "Models Reality. Plays Like A Dream." launch campaign messaging, headlines and copy.
JUPITER-80.com Microsite
Jeff also wrote the copy and contributed other content for the tour de force JUPITER-80.com microsite, including a tech brief and video script/voiceover for the product's underlying SuperNATURAL technology—upon which Roland is basing many of its future products.
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| Visit JUPITER-80.com Microsite |
"We entrusted Jeff with messaging development for one of the most important (and challenging) product launches in Roland's four-decade history—our JUPITER-80 flagship synth. The creative results and market impact far surpassed our expectations and made Roland U.S. stars in the eyes of Roland headquarters in Japan."
—Bernadette Mindiola
Sr. Marketing Director
Roland U.S.
About Roland Corp
Founded in 1972, Japan-based Roland Corporation is a leading manufacturer of audio/video equipment and electronic musical instruments used by professionals the world over.
