When we launched Popclik’s new Airybox Bluetooth speaker, we wanted to show that music could be taken anywhere. So we decided to take it to a place that was very close to us, but where it had never been to before: the product’s instructions manual. We took the Airybox traditional manual and sang it in five (5) different styles. A booklet inside the Airybox package had the QR Codes that drove consumers to the platform where the songs were played, allowing them to discover how to operate their Airybox while enjoying the music.

A manual is something that consumers don’t pay much attention to. But a music manual that not only helps people learn about the product they have, and also plays songs they enjoy listening to, was an instant success. The songs were heard everywhere not as an advertisement, but as content. We developed more than 1,000 manuals that were placed inside the boxes. The QR Code was also placed outside the boxes and on branded materials, making it limitless the amount of people that listened to the song.

You can take music everywhere with Popclik, but how do you take music to every person? We searched for a strong idea that could live by itself, and we decided to use the Instructions Manual as a medium: we created the QR Codes so people could scan them from the booklet, share with their friends, and discover how to operate their Airybox while enjoying the music.

Our primary target was young people, but everyone that bought the AiryBox was able to enjoy the Instructsong Manual. One main factor was that we created different category songs (like Pop and Blues, for example) that would reach any audience. But we wanted to reach even more people and drive them to the product through it’s manual, so we spread the idea with videos, the QR Codes were available to be scanned anywhere, and Popclik made the Instructsong their anthem.