WELCOME LISTENERS

ClientHIFI KLUBBEN
Category A04. Consumer Durables
TitleWELCOME LISTENERS
Product/ServiceHIFI KLUBBEN
Entrant &CO Copenhagen, DENMARK
Idea Creation &CO Copenhagen, DENMARK
Media Placement MEDIACOM Arhus, DENMARK
Production BACON Copenhagen, DENMARK
Credits
Name Company Position
Thomas Hoffmann & Co. / NoA Creative Director
Martin Storgaard & Co. / NoA Art Director
Kristian Eilertsen & Co. / NoA Copy writter
Martin Werner Bacon Director
Lasse Frank Bacon Director of Photography
Samuel Cantor Bacon Producer

Why is this work relevant for Direct?

We live in a time where no one listens. This powerful campaign for HiFi Klubben urges us all to listen to each other, to the other side of the story and to the World around us. A herofilm worked as a wakeup call and invited people to open their ears again by pledging to listen on the campaign website. Every sign-up resulted in a flow of educational content about the power of listening and forged a community of like-minded listeners that engaged in discussions and shared the message on social media.

Background

HiFi Klubben is a Nordic retailer that sells quality hifi-products with a very strong focus on sound quality. They’re known as the region’s leading experts on quality hifi and great sound, and HiFi Klubben is the go-to store for anyone looking for the best in speakers, amps, turntables and streaming systems. But how do we sell quality sound to a World that has forgotten the gift of listening?

Describe the creative idea

We live in a time where no one listens. But listening is a gift. The story is told from an unexpected perspective by a presenter who was born deaf. He reminds us of the power of listening and invites us all to join a community of like-minded listeners at HiFi Klubben. This powerful campaign for HiFi Klubben urges us all to open our ears and listen to each other, to the other side of the story and to the World around us.

Describe the strategy

Analysis shows that 85% of social media users watch videos without sound. We used this as a hook that succeeded in getting social media users to skip the skip button and engage with our message. The film worked as a wakeup call that reminded people to open their ears and rediscover the power of listening and the importance and joy of quality sound. This was emphasized through a direct flow of educational content and articles about everything from nostalgia in music to quality headphones and speakers. Everyone who pledged to listen was rewarded with a voucher for quality hifi products.

Describe the execution

The herofilm was distributed through social media and drove traffic to a campaign website and a pledge to listen. Like-minded listeners were rewarded with a flow of content about the power of listening. Welcome Listeners forged a community of listeners and now works as a platform for newsletters, events, instore activations and social media content.

List the results

+58M impressions. +19M video views. +39K Social shares. 28% Avg. organic reach on Facebook. 37% Avg. VTR on Youtube.