Beats were launching their Wireless Solo2 headphones in Japan and needed

to generate a spike in brand and product awareness with an integrated

Brand Campaign. The goal was to motive their target customers to express

themselves through color, as the Wireless Solo2 headphones came in a

range of colors including Rose Gold.

A planned and organic campaign

At the core of the campaign was the idea of personal expression, or SHOW YOU COLOR, personified by the E-GIRLS videos, interviews, and numerous other campaign executions. But, although the campaign plan consisted of TV spots, Press & Posters, website channels, digital OOH, social campaigns, social stickers & retail placements, we constantly monitored channels for audience

reaction and nimbly responded to create specific campaign engagements -

such as in store events, interactive posters, and meme generators - to

further engage the audience at the speed of culture, to maintain

excitement and keep the momentum of the campaign.