Sony MDR-1000X
Noise-Cancelling Beyond Compare
Our brief was to launch Sony's new MDR-1000X headphones that can cancel out the noise and come with "sense engine" and "quick attention" features. Our insight was - in today's world, there are many moments in life where busy independent people want to block out the world around them. Our idea was to anchor the product launch with the story of the aspirational pro-traveller, someone who wants a headphone to suit their lifestyle.
Content Strategy · Product Storytelling · Creative Direction
The content highlights the headphones unique listening experience. It was a core part of the brief to showcase the technical innovation in sound functionality which we achieved in this short one minute film. The pro-traveller's story aims to build desire around the affluent lifestyle of the hero character.
The launch was the beginning of September with no paid media behind any content creation, the YouTube likes and viewers are all organically reached. The lifestyle film has gaining 5,000 views within 4 days of being going live.
Below shows further photographic assets seeded throughout the launch.
Working with rising star lifestyle photographer Lulu Ash and filmmaker Cassidy Burcher we created all luxurious elements of the campaign shown above within a 2 day shoot. It was important that the tonality felt charming as well as technically savvy to create aspirational visual stories. The films were pushed out through Sony’s Homepage, Twitter, Facebook and Sony key events. The fan and electronic reviews community have flocked to the content, sharing the product story.
It was a fast turn around shoot, with a brilliant crew and cast. Later this year print ads will be released featuring the same hero character, mid-month we will also look at the data analytics for consumer engagement throughout the launch of the MDR-1000X headphones.
