Title	HEAR WHAT YOU WANT - CESC FÀBREGAS
Brand	BEATS BY DR. DRE
Product/Service	HOME ELECTRONICS
Category	A02. NON-FICTION: SERIES OR FILM
Entrant Company	R/GA London, UNITED KINGDOM
Contributing Company	R/GA London, UNITED KINGDOM
Contributing Company 2	R/GA Los Angeles, USA
Media Agency	HAWORTH Los Angeles, USA
Production Company	PRETTY BIRD Los Angeles, USA
Production Company 2	ROCK PAPER SCISSORS New York City, NY, USA

Name	Company	Position
Dan Maxwell	R/GA London	Associate Creative Director
Diego De La Maza	R/GA London	Senior Producer
James Beke	R/GA London	Junior Designer
James Stephens	R/GA London	Global Account Director
Max Malkin	R/GA London	Director
Rodrigo Sobral	R/GA London	Copywriter
Kat Friis	R/GA London	Head Of Film Production
Tyree Harris	R/GA London	Junior Copywriter
Stuart Parkinson	R/GA London	Associate Creative Director
Pretty Bird	Production Company	Production Company
Rock Paper Scissors	Rock Paper Scissors	Editorial Company

The Campaign

Branded Entertainment is on the rise globally, as brands are creating relationships with consumers that are not based on awareness, but on advocacy. Brands are now shaping themselves into charming and valuable agents in people’s lives, creating true social currency. This campaign fit well within all guidelines and regulations regarding both broadcast and online.

Results

The challenge was to increase awareness and sales of The Beats by Dre Studio headphone. As well as educate the public on the benefits of Beats’ proprietary adaptive noise cancelling technology, and wireless headphone technology. The world’s elite athletes wear Beats By Dre headphones to focus pre-game. These athletes are subject to pressure, abuse and intense scrutiny. The spots were based on real stories of these athletes, each leaned into a unique truth about that athlete’s Achilles heel and how they are attacked for any sign of weakness. The spots were each specifically created to premiere around high-profile games featuring the fan rivalries shown in the ads. The strategic placements of these spots triggered a tremendous spike in social media. After Kaepernick’s spot aired during a game against the Seahawks, conversation about Beats and this classic sports rivalry reached a fever pitch. The creation of the latest Hear What You Want spot with Premier League Chelsea football player Cesc Fàbregas (previously a player at FC Barcelona) derived from the media opportunity around the El Clásico game between Real Madrid and Barcelona. Media was bought before and during the game. The spot and activity on the Beats brand channels around the spot and Richard Sherman’s controversial outburst after the game drove overwhelming social dialogue between Beats fans. During the Championship Game fans tweeted about Beats every 2 seconds.

This campaign has universal themes of blocking out noise with music to gain focus, but each spot was slanted toward specific demographics. Kevin Garnett’s spot was written for males 26-50, and explores stoicism in the face of getting older. This story builds legitimacy for the brand. Cesc Fàbregas' spot appealed to a younger audience of men between 16-35, since it spoke to themes of youth and inexperience. The spots connect consumers to the brand as an enabler of personal power through music in the face of adversity.

The campaign resulted in around 900,000 visits to the Beats website and at its peak HWYW drove 20,000 visits per hour to the site. Overall the campaign garnered north of 2 million page views on the website. Furthermore, the campaign drove social media for Beats to new levels with over 765,000 of total engagements. Fans tweeted about Beats every 2 seconds during the NFC Championship and every 3 seconds during the Super Bowl. The “STUDIO” and “STUDIO WIRELESS” headphones have assumed #3 and #4 in the best-selling premium headphone category globally.