| Title | SOUNDWAVES |
| Brand | BANG & OLUFSEN |
| Product/Service | THE NEW 3D ADVANCED SOUND SYSTEM |
| Category |
A03. Cars & Automotive Products & Services |
|
Entrant
|
MEDIAPLUS Munich, GERMANY
|
|
Idea Creation
|
MEDIAPLUS Munich, GERMANY
|
|
Media Placement
|
MEDIAPLUS Munich, GERMANY
|
|
Additional Company
|
SERVICEPLAN Munich, GERMANY
|
|
Additional Company 2
|
PLAN.NET Munich, GERMANY
|
Credits
| Alexander Schill |
Serviceplan |
Chief Creative Officer |
| Ekki Frenkler |
Mediaplus |
Executive Creative Director |
| Hans Zieringer |
Mediaplus |
Art Director / Graphic Design |
| Bernhard Fuchs |
Serviceplan |
Text/Copywriter |
| Carsten Popp |
Plan.net |
Online |
The Campaign
We came up with the idea of making the sound system visible. Because if I don’t own this system, I can’t hear the 3-D sound, either! The unmistakable sound was to be depicted with sound waves, thus creating a key visual for the campaign. The principle was to add the new Bang & Olufsen poster in the middle. The posters on the left and right remained the same, but were subsequently seen through waves. The waves, which served to help depict the unmistakable sound of Bang & Olufsen, ran through the entire campaign and thus through all on- and offline measures implemented within the scope of our campaign.
Creative Execution
We pasted adjacent 18/1 posters. Along the ad walk at the airport the 3-D sound poster transformed four complete ad screens from other brands into circular waves. On mobile.de, we placed skyscraper ads that overlaid the adjacent areas with circular waves using the new 3-D sound effect. In the field of print media, too, the virtual 3-D sound of Bang & Olufsen emanated from skyscraper ads. These overlaid the entire adjacent editorial section with circular waves.
We reached more than half a million people via video screens, print and online ads, and largescale posters.
We succeeded in making the unique sound experience of Bang & Olufsen visible for the first time, thus depicting the feel of 3-D sound.
The key visual incorporates the campaign peripherals into the depiction, be it in an editorial setting or in other ads.
The visible sound waves radiate in the truest sense of the term across all conceivable channels.
Insights, Strategy and the Idea
Wherever the new Bang & Olufsen 3-D sound rings out, it makes the innovative sound experience visible. It covers the media environment with deep sound waves. We positioned all our Bang & Olufsen ads alongside those of third parties, and literally made waves!