Relaunching a classic brand to new and old customers.

We created a radio reintroduction to one of West Michigan's favorite electronics store.


Classic Stereo was a West Michigan fixture for decades before closing in the 90s. A new owner reopened the electronics store in new Grand Rapids location with a new state-of-the-art makeover. The high-tech store features a demonstration showroom and experience that is the opposite of most electronics shops and big box stores. The challenge was to tap into loyal customers of the original store while finding new ones as well.


Gazillion & One opted for a radio campaign that focused on the target demographic and tapped into common frustrations of buying a stereo system from impersonal chain stores.

Radio Spot #1: "Aisle"

Radio Spot #2: "Assembly"


Classic Stereo saw an increase in store traffic attracting both new and legacy customers. The advertising investment generated initial sales of 188% over cost.

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