Title | WELCOME LISTENERS |
Brand | HIFI KLUBBEN |
Product/Service | HIFI KLUBBEN |
Category |
A04. Consumer Durables |
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 |
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 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 flow 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 digital voucher for quality hifi products and a flow of educational 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.