Sonos’ shift to focus their marketing to the brand’s core of delivering brilliant sound contributed to a record increase in revenue growth (+25% YoY), and now over 9 million homes around the world are using Sonos products. The way our creative came to life in media was clear and powerful with a good mixture of niche targeting and more scalable cut through in some great locations, publications, podcasts and digital platforms. The Sonos marketing team commented: “Our agency team did an excellent job of translating our brief into a campaign that struck the right balance between reach and impact.
Overall the Brilliant Sound campaign was a resounding success. This stimulated authentic word of mouth and drive recommendation.Īnd we built bespoke, striking creative for premium environments in display and social – rich social stories, large takeovers and skins featuring popular music album art ran across targeted environments our audience frequently visit online.
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PROXIMITY – We also used OOH to be proximate to key sound moments – with a takeover at Barbican station in London during an exhibit on smart technology and the senses (including the sound), and billboards surrounding the major music complex Philharmonie in Paris.ĭue to licensing and cost, TV advertising was out of reach for Sonos, but we were able to create a bespoke “Brilliant Sound hub” on Amazon Prime to bring select films with quality sound to Prime viewers, bringing Sonos into premium sound environments on big screen while providing value to consumers (heavily discounted films with great sound).ĬULTURE – To continue our link to sound and music, we partnered with popular podcast hosts, specifically those who were Sonos fans, to give authentic testimonials to their audiences about the quality sound of Sonos products. Premium double-page and 3-page consecutive print ads drove striking impact in key magazines that our audience have an affinity for. And striking dominations and takeovers where used in key city areas of Copenhagen, Zurich, Berlin, Munich, London, Sydney, New York, Chicago, Washington DC, Montreal, Toronto. IMPACT – OOH was used to deliver visual impact, in iconic placements like Opera station in Paris, Hamburg docks. This creative was aligned to different contexts, locations and audiences to ensure the creative and media delivery was as personalised and relevant as possible.Ĭhannel selection and media approach were linked back to the three strategic pillars while also driving awareness for Sonos: We also linked to the creative message that generated relevance and visual interest by featuring up coming and iconic album art from popular artists including Solange Knowles, Radiohead, Frank Ocean, Robyn, Outkast, and many more. Culture – Being in cultural environments our audience have focus and affinity for.Proximity- Being in proximity to sound and music.Impact – Deliver visual impact (iconic and large, unmissable formats).
We distilled this strategic approach into three supporting pillars: Our core strategic focus summed up as: Deliver premium sound messaging through iconic placements in environments where music and culture meet. We did this by aiming to directly link the core moments when our audience seek quality sound – primarily in arts, music and culture – and where we have an opportunity to make an impact. Our media approach brought to life Sonos’ market-leading sound quality in environments and cultural moments that our consumers couldn’t miss – and wouldn’t want to! Our core target audience – affluent Adults 25-65 – often feel bombarded by advertising and see it as intrusive, so we wanted to bring our marketing to life in environments that could link to our brand’s value and spaces where we could stand out.
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