Title | THE BEATS PILLS |
Brand | BEATS BY DR. DRE |
Product/Service | PORTABLE WIRELESS SPEAKER |
Entrant Company
|
R/GA London, UNITED KINGDOM
|
Advertising Agency
|
R/GA London, UNITED KINGDOM
|
Credits
Rodrigo Sobral/Tara Greer |
R/GA London |
Executive Creative Directors |
Chris Sullivan |
R/GA London |
Executive Producer |
Iain Robson |
R/GA London |
Executive Creative Director |
Pete Jupp |
R/GA London |
Design Director |
Sanam Petri/Tim Blount/Howard Jordan/Ciaran Mccarthy/Edwin Latchford |
R/GA London |
Associate Creative Directors |
Anders Svensson/Andy Bull/Laycee Fan/Jon Ward/Steve Talkowski |
R/GA London |
Senior Visual Designers |
Tyree Harris/Luke Wicker |
R/GA London |
Junior Copywriters |
James Beke/Wilf Eddings |
R/GA London |
Junior Visual Designers |
Vanessa Hoy/Taraneh Koshorowski/Abbey Park/Claire Finn/Souad Setti/Kia Zokaei/To |
R/GA London |
Producers |
Mary Toves |
R/GA London |
Experience Designer/Social Strategy |
Alex Wills |
R/GA London |
Group Director/Content Studio |
Corbett Trubey |
R/GA London |
Senior Copywriter |
Jeff Beberman |
R/GA London |
Art Director |
James Temple |
R/GA London |
Vp/Md/Executive Creative Director/R/Ga London |
Josh Mandel |
R/GA LA |
Vp/Managing Director/R/Ga Los Angeles |
Emily Olson/Lauren Rodwell/Marlina Fletcher/Maria Colorge/Emily Kortlang/Alex Wi |
Beats By Dr. Dre |
The Beats Pills Team |
Erin Sullivan/Cindy Chapman |
Beats By Dr. Dre |
Broadcast Producers |
Chris Waitt/Ben West |
Framestore |
Directors |
Ronzo |
Illustrator |
Illustrator |
Seb Robert/Claire Mcgovern/Grace Gordon |
We Are Social |
Senior Account Director/Senior Account Manager/Strategy Director |
Framestore |
|
Additional company |
Illustrator |
|
Additional company |
We Are Social |
|
Additional company |
The Campaign
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.
Success of the Campaign
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.
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
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.