Title | THE BEATS PILLS |
Brand | BEATS BY DR. DRE |
Product/Service | PORTABLE WIRELESS SPEAKER |
Category |
F04. INNOVATIVE USE OF SOCIAL OR COMMUNITY |
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 |
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 |
Creative Execution
Contextualized online media gave the Pills a chance to comment on their surroundings on the web. Digital out-of-home executions were contextualized at the hyper-local level, and they made use of dynamic triggering to tie messaging to specific events, grounded in a constantly-updating social media effort, delivering fresh content with custom-rendered art.
The Pills hosted their own live-action celebrity talk show online, produced with local talent in major markets to ensure cultural relevance at a global scale.
Beats even designed and sold real Pill character holders online so fans could bring their favorites home as a cradle for their Pill speakers.
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.
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.
The Pills went beyond the world of music and gave the Beats brand a voice in every important pop culture conversation.