barrettSF is launching a completely new look and feel for Meyer Sound in the professional audio company’s first retail-forward campaign with an advertising agency.
'Hear it right' celebrates Meyer Sound’s rich history in the pro music/sound space and paves a modern, premium path for further brand communications. The objective is to establish awareness and generate consumer interest for the Meyer Sound brand and products while moving them down the purchase funnel on Sweetwater.com, a large online retailer for musical instruments and pro audio where they will sell.
“As we embark on a new partnership with Sweetwater, Meyer Sound has an exciting opportunity to reach a broader audience of musicians and audio professionals,” says John McMahon, senior vice president of Meyer Sound. “It was the perfect time to refresh our marketing efforts with the creative to support it as we enter the online retail space.”
The campaign celebrates the precision and accuracy of Meyer Sound products and embraces honesty, a core value of the brand. Meyer Sound products capture real, perfect, pure sound exactly as it's meant to be.
“Meyer Sound has been a global leader in professional audio for more than 40 years, and this new partnership with Sweetwater allows us to expand our offerings further than ever before,” says Tim Boot, Meyer Sound’s director of global marketing. “The campaign supports our goals as a company, and we feel it will resonate with future and existing customers.”
barrettSF created a manifesto video that will be supplemented by a variety of graphic artwork that comes to life across digital (Facebook, MeyerSound.com, Sweetwater.com/meyersound), social, print (Sweetwater Pro Gear and Worship Sound Pro catalogs, Recording Magazine, Sound on Sound, Mix, Sound & Communications), and video media.
The look is a highly graphic, bespoke collage built out of a number of honest elements—technical product drawings, frequency response graphs, SIM analyser screen captures, historic imagery—that are scientifically and technically true to the products promoted. These collages visually unify Meyer Sound across all product messages and media channels.
Meyer Sound has produced some of the finest audio systems in the world for professionals who seek the highest quality sound possible for concerts, festivals, and sporting events. “You may not have heard of them, but you've definitely heard them,” said Jamie Barrett, Founder and Executive Creative Director of barrettSF. “And when you did, you were hearing the best. We look forward to letting more of the world know who’s been creating these amazing audio products.”