| Title | WELCOME LISTENERS |
| Brand | HIFI KLUBBEN |
| Product/Service | HIFI KLUBBEN |
| Category |
A03. Online: Fiction & Non-Fiction |
|
Entrant
|
&CO Copenhagen, DENMARK
|
|
Idea Creation
|
&CO Copenhagen, DENMARK
|
|
Media Placement
|
MEDIACOM Arhus, DENMARK
|
|
Production
|
BACON Copenhagen, DENMARK
|
Credits
| 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 Entertainment?
We live in a time where no one listens. This powerful campaign for HiFi Klubben reminds us all to listen to each other, to the other side of the story and to the World around us. The message struck a chord with picky social media users and was described on youtube as “the first ad that no one ever skipped”. The herofilm was a wakeup call and invited people to take a pledge to listen on the campaign website. The campaign 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 the concept of 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.
Describe the outcome
+58M impressions.
+19M video views.
+39K Social shares.
28% Avg. organic reach on Facebook.
37% Avg. VTR on Youtube.