The headphone market in the UK has changed. Teens are now the biggest consumers, and people who make music (like Dr Dre’s Beats headphones), are selling more headphones than people who make music equipment… like Philips. To be a relevant player in the headphone scene, Philips also needed to be part of the music scene.

Every decision in the game was mapped out so that each object on the road could be placed precisely to compliment the song - meaning users could create millions of potential remixes. Every sound was created by Swiss Lips, specifically for the game. They wrote 7 unique remixes of the track that could then be further remixed by changing your direction, path, instruments, vocals or one of dozens of items picked up on the road.

Although plugging into a table was sort of weird, it was something our music obsessed target couldn’t ignore. This targeted grassroots campaign gained approximately 40,000 in-person impressions. Through social activity from Twitter and Facebook, the tables earned an additional estimated 1.5MM impressions. Most importantly, we convinced a new audience that Philips is a brand worth listening to.