Wed, 25 Sep 2019 13:47:30 GMT
MullenLowe Group’s first integrated global campaign for Sennheiser, the German-based premium audio specialist, launched this week.
A brand with a rich heritage and nearly 75 years of audio expertise, Sennheiser’s products are respected and beloved by people who share this passion for sound. The campaign celebrates these audio experts, professional musicians and sound lovers and positions Sennheiser as the brand of choice for discerning listeners. The work parodies celebrity endorsers who try to sell headphones they know nothing about and juxtaposes models and celebrity athletes vs. audio experts such as boom operators and DJs, in videos designed to energise the Sennheiser brand and to elevate brand visibility and consumer demand in core markets the world over.
Virginie de Beco, global director of consumer marketing at Sennheiser, said: “The campaign is a showcase for the passion for sound we at Sennheiser share with those who have chosen and endorsed our products for nearly 75 years. It challenges our audience to re-evaluate their headphone choice – inviting them to discover Sennheiser’s superior sound and to truly hear the difference.”
MullenLowe SVP, creative director Jon Ruby added: “We wrote scripts with the most clichéd voiceovers to poke fun at the astounding lack of audio credibility when it comes to typical celebrity endorsers promoting headphone brands.”
The spots end with the campaign’s theme “When it comes to sound, image means nothing”. MullenLowe also developed the new tagline for the brand’s Consumer division, “Hear the Difference.”
The spots were filmed in Kiev, Ukraine and directed by British director Sam Pilling (who directed the famous Run the Jewels “Nobody Speak” video. Check out “Athlete”, “Fashion” and “DJ” a short social video that tells the audio story without audio.
Mediahub’s media strategy team built a targeted global plan to engage in new ways with urbanites who never settle for second best. The plan connects this audience with different touch points across their day and along their consumer journey from awareness all the way through to purchase. The disruptive video content will be distributed across targeted BVOD and online video partners such as Hulu, You Tube, Instagram and Facebook combined with high impact display partners such as HighSnobiety, Uncrate MIQ as well as audio partners Spotify, Radiolab, Pandora and DAX. Finally, re-targeting the audience across the funnel with various partners such as CNET, Facebook, MIQ, YouTube and Amazon to drive cutting edge achievers to point of purchase.
The on and offline retail experience for the launch was developed by MullenLowe Open. Continuing with the campaign narrative, their work challenges shoppers to try the new MOMENTUM Wireless headphones before they buy well-known but inferior competitor products on autopilot. They are also providing shoppers with new, more meaningful ways to understand sound quality and how to hear it.
Genres: Dialogue, Comedy
Categories: Consumer Electronics, Headphones and speakersMullenLowe Group, Wed, 25 Sep 2019 13:47:30 GMT