| Title | MUSIC MAKES IT HOME |
| Brand | SONOS |
| Product/Service | HOME AUDIO SPEAKERS |
| Category |
B05. Use of Music Streaming Platform/Video Hosting Service/App |
|
Entrant
|
PRIME Stockholm, SWEDEN
|
|
Idea Creation
|
PRIME Stockholm, SWEDEN
|
|
Idea Creation 2
|
WEBER SHANDWICK Seattle, USA
|
|
Media Placement
|
VIZEUM GLOBAL London, UNITED KINGDOM
|
|
Media Placement 2
|
72ANDSUNNY Playa Vista, USA
|
|
PR
|
PRIME Stockholm, SWEDEN
|
|
PR 2
|
WEBER SHANDWICK Seattle, USA
|
|
Production
|
UNITED MINDS Stockholm, SWEDEN
|
|
Production 2
|
IMAGINAUT ENTERTAINMENT Los Angeles, USA
|
Credits
| Joy Howard |
Sonos |
CMO |
| Pete Pedersen |
Sonos |
VP, Global Communications |
| Errin Cecil-Smith |
Sonos |
Director, Global Strategic Communications |
| Jordana Bruner |
Sonos |
Senior Manager, Global Brand PR |
| Lorrin Pasoce |
Sonos |
Global Campaign & Media Director |
| Ez Blaine |
Sonos |
Digital Creative Director |
| Amanda Dwyer |
Sonos |
Senior Manager, Digital Brand Experience |
| Tom Beckman |
Prime Weber Shandwick |
Chief Creative Officer |
| Brooke Shepard |
Weber Shandwick |
EVP & Executive Creative Director |
| Laura Gonia |
Weber Shandwick |
VP Entertainment |
| Cheryl Cook |
Weber Shandwick |
EVP, Global Client Experience |
| Olle Thunberg |
Prime Weber Shandwick |
Digital Director |
| Elias Nilsson |
United Minds |
Senior Consultant |
| Harald Cavalli-Bjorkman |
United Minds |
Analyst |
| Malena Heed |
Prime Weber Shandwick |
Consultant |
| Ian Cohen |
Weber Shandwick |
President & Exec. Producer |
| Patrick Corcoran |
Weber Shandwick |
Senior Producer |
| Jason Kaufman |
Weber Shandwick |
SVP, Managing Editor |
| Mike Hess |
Weber Shandwick |
VP, Digital |
| Amy Henson |
Weber Shandwick |
Digital Producer |
| Joe Frydl |
Weber Shandwick |
EVP, Strategy |
The Campaign
The impact of listening to music together is surprisingly one of the few areas still relatively unexplored by today’s scientists.
So we asked, can we prove that music out loud can improve relationships? Can we provide people with valuable new information about the positive effects of music, so they can help them improve themselves?
That lead us to the idea “Music Makes it Home,” a ground-breaking study to prove the positive effects of music out loud on real people.
A live beta test measuring people’s physical and social well-being for a week without music versus a week with music was overlaid with a comprehensive study of 30 000 people’s music and relationship habits worldwide.
The results were then verified with leading scientists, including Dr. Daniel J. Levitin, Ph.D., neuroscientist, musician and author.
Creative Execution
This campaign was driven by a data-driven insight and sought to gather more data to support the idea. The data was the strategy.
Using only off the shelf technology, we went into 30 homes (and three journalists) across eight countries and tracked biometrics though Apple Watches, measured proximity with iBeacons, witnessed interactions through installed motion sensing cameras and built a custom application to collect and transmit all the data in real time.
30,000 listener responses to a detailed questionnaire also revealed insights into music and relationship habits, the data was verified with neuroscientist, musician and best-selling author Dr. Daniel Levitin, PhD.
Key results included:
• Registrations of Apple Music on Sonos were 18 times higher than any other service launch by the end of the full campaign
• 515 global media placements
• 2.2B+ impressions
• Trending as #4 in Science/Tech on Google during launch week
• Feature on Mashable was shared more than 2.4K times and was featured as a “What’s Rising” news story on the homepage
• Musicmakesithome.com drove more than 30% of all Sonos.com page views on launch day (February 10)
• Data was used to Ccreated more than 400 pieces of original content for Tumbr site in partnership with Tool/Beast
The resulting press also shared the valuable new information with readers:
• “Surely, there must be a way to bring us back together. Would you believe... more technology? Music, to be more specific.” – Fast Company
Most PR-campaigns aim to create a complete story so powerful, media just have to tell it.
Our aim was different. From the beginning we set out to create the essential elements of a story that the media could make their own.
By providing media with compelling new data, insights and source material, the result was a story co-created with journalists across the globe.
More than 500+ original articles and news clips told the story in 500 unique ways, each written to appeal to their readers.
And thereby got Sonos speakers trending in a world dominated by headphones.
Brand tracking research, in-depth audience studies and media audits revealed the target audience of Modern Music Lovers were struggling with their music experience. In short, smartphones were taking music everywhere, but limiting listening to headphones and car speakers.
Sonos identified it must help the target expand music listening beyond the constraints of their smartphones, while also communicating the intangible benefits of Sonos ownership.
Music is an intensely crowded category, and PR was determined to be a critical engagement method because it could more effectively provide more touchpoints with the audience outside of music and technology publications, including lifestyle and general interest media outlets.
To gain PR interest, Sonos determined it must provide new information with real value. That led to the massive data and insight gathering effort that was Music Makes it Home.