Media > Integrated Campaign

THE BEATS PILLS

R/GA, London / BEATS BY DRE / 2014

Awards:

Gold Cannes Lions
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Overview

Credits

Overview

Effectiveness

At a time when loud culture, loud celebrities, and even loud friends make it hard for any one voice to be heard, the Beats Pills shouted their way into the conversation to the tune of 68.2 million social impressions and 2.2 million social engagements by the end of 2013. Tweets expressing desire for a Beats Pill rose 42%, and Thanksgiving sales rose 222% year-over-year, driving Beats sales to #1 in the wireless speaker category.

Execution

The media strategy for Pills was to create relevant, contextual content that was sensitive to time and place. The campaign launched with an instant, televised reaction to the Miley Cyrus & Robin Thicke’s outrageous Blurred Lines duet at the MTV Video Music Awards. Beats created dozens of custom online media placements and content partnerships where the Pills could comment on in-page content. The Pills appeared in online pre-roll tailored to specific entertainment outlets. Beats executed custom, hyper-local out-of-home and digital out-of-home in five major U.S. markets and Europe.

Rounded out with a constantly-updating social media campaign, the Pills were always on point to provide topical commentary and, most importantly, to keep it real.

Strategy

In a competitive wireless speaker category, Beats By Dr. Dre needed to stand out from the crowd and prove that their small Pill speakers were remarkably loud. Small in size, but undeniably vocal, the Pill was a lot like Beats’ young consumer. So Beats created tiny, trash-talking characters with big personalities – and even bigger mouths – to act as official “spokesproducts”.

Through the campaign and tagline, Small But Loud, Beats discovered a powerful voice that resonated more deeply with their target than common marketing-speak, fostering more authentic, more personal connections with the brand than ever before.

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