The target audience included anyone who loves music and enjoys going out for dinner and a fun night. Couples, families, friends, bachelorette parties, corporate events – all of them. We realized the original concept was too narrow. Instead, we recommended focusing on the love of music, which unites everyone in the audience, whether they’re into pop hits, ABBA, or heavy metal guitars. That’s how we launched the concept: THE MELODY CLUB.

THE MELODY CLUB is a completely new entertainment and karaoke experience – festive, fun, and high-quality. A full experience for music lovers, complete with costumes, props, and even real instruments for those who want to play. The experience is amplified through a playful copy tone, with all communication using headlines inspired by famous songs, like “Please Allow Me to Introduce Myself”, “Let’s Get Down to Business”, “It Must Have Been Love”, and “What’s Cooking, Good Looking?”

The launch campaign on social media used targeted ads based on musical preferences. The experience continued on the website themelodyclub.se, where everything from design and hero video to song quotes and playlists was tailored to the visitor’s music taste, depending on which ad they clicked through.