Titanium > Titanium and Integrated
OBSESSED WITH SOUND - HEAR EVERY DETAIL
TRIBAL DDB AMSTERDAM, Amstelveen / PHILIPS / 2012
Overview
Credits
Overview
CampaignDescription
To demonstrate that Philips is 'obsessed with sound' and claim that you can hear every detail with the brand’s audio products, we created a through-the-line campaign, led by a unique interactive music video.We collaborated with the Grammy Award-winning Metropole Orchestra and recorded a specially composed music piece in 55 separate tracks.Online viewers can experience the music video as a whole, played by the entire orchestra, and are invited to single out each musician to hear every detail.We also launched a music competition. The best upcoming ‘unheard’ musical talent had their track specially rewritten for the orchestra to play, and had it produced by U2 producer Steve Lillywhite.
The experience starts through Facebook, where we released trailers, behind-the-scenes footage and product information. Print, outdoor, launch event at IFA, banners, POS and an exclusive partnership with The Economist, all interact with and compliment the campaign
Effectiveness
Over 600,000 people watched the interactive video. While the piece only lasted 3 minutes, people spent around 4.5 minutes on the site. An amazing 12% of the consumers wanted to know more about Philips’ sound products on Philips.comThe campaign proved to be a big PR success with hundreds of blog posts, Twitter- and Facebook shares, generating publicity among an additional audience of thousands.
The fan base of the Philips Sound Facebook page has increased by a stunning 2,100%. From 10,000 to 210,000 fans.The unique Facebook music competition also sparked huge interest with over 1,400 entries.
Implementation
The experience starts through the Philips Sound Facebook page, where we released trailers, behind-the-scenes footage and banners, which gave away a small part of the overall experience.On the IFA, a big technology conference in Berlin, we promoted the campaign with a live performance of a small orchestra. And set up rooms to experience the orchestral piece in a real-time space using Philips products.We also launched a special ‘Obsessed with sound’ music competition. The best upcoming ‘unheard’ musical talent had their track specially rewritten for the whole orchestra to play. Created a music video, backed by the full orchestra. And had it recorded by U2 producer Steve Lillywhite, the ambassador from the above the line campaign.Through all media Steve Lillywite and the Orchestra led people to the campaign. Print, outdoor, POS and an exclusive radio station on The Economist, all interact with and compliment the campaign.
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