Our content introduced viewers to The Urbanite, an anthropomorphic pair of Sennheiser Urbanite headphones demonstrating his unique ability to love ears. These surreal videos take place in a dream-like world of sparse set pieces on a black soundstage consisting solely of our ear-loving German lothario in a series of sensual situations with lifelike and life-size (to him) but inanimate ears. He pleasures them in a variety of ways while speaking to camera of his ear-loving prowess, and he invites viewers to let him love their ears in equally pleasurable fashion.

Ear-loving situations include a mouth-blown bubble bath, a sensual candlelit massage (complete with an ear anatomy lesson contrasting attached lobes to “How do you say? Dang…ling lobes?”), feeding the ear grapes on a bearskin rug by a fire, dripping hot candlewax on an ear sitting in a plastic baby pool, tickling an ear with a feather duster while wearing a French maid’s outfit, an idyllic picnic in the park with an ear, and a (perhaps uninvited) midnight serenade of “Do Your Ears Hang Low?” outside an ear’s window.

These situations all resolve with an invitation for viewers to “Let Your Ears Be Loved” with the hashtag #earlove and at sennheiser-urbanite.com.

We made and seeded a series of videos inviting millennials to “Let Your Ears Be Loved” by The Urbanite, an anthropomorphic pair of headphones with a perfectly creepy German accent and a charming if slightly unsettling affinity for…well, ears.

If viewers shared a video from our microsite on Facebook or Twitter, they were given the location of one of 1,500 “Golden Ears” hidden around NYC and London — each redeemable for a pair of $200 Urbanites at our pop-up store, “The Ear Love Palace.”

~180,000 landing page visits, 142,000+ unique visitors…403% of campaign goal

• ~70,000 Twitter engagements, 170% of campaign goal

• ~4.4MM Twitter impressions

• Over 332MM total impressions

• Over 2.5MM total video views, a 105% jump in Sennheiser’s total brand video views growth

• 4,500+ Instagram submissions, Sennheiser’s largest-ever sourcing of user-generated content

• Pop-up stores: 8,500 walk-in visitors and over 1,400 headphones distributed

• Among Adweek’s “Brands Scoring Big in Social Media”

• Media coverage included Time, Mashable, Fast Company, New York Daily News, Design Taxi

• Reached front page of Reddit Videos

• Reached incremental unit sales goals