BASS FACE
Sony Australia
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In a highly saturated technology sector, Sony was launching its latest range of portable EXTRA BASS speakers and needed to convert young Australians (between 15-25) before they bought from a competitor.
The creative had to build desireability by promoting the speaker ranges’ biggest USP - its market leading level of bass.
We led creative strategy, campaign ideation, production and content creation for Sony Australia's launch campaign, producing high-performing brand creative and campaign assets designed for paid social, organic social and digital advertising.
Research showed that powerful bass drops stimulate the brain's reward system, having almost the same effect as cocaine. So, we built the campaign around showing, not simply claiming, the power of Sony's market-leading bass.
Earn it
We hosted a bass-heavy EDM DJ set in the heart of Sydney, kitted out with Sony EXTRA BASS speakers.
We had a camera crew record our audience as we flooded their brains with dopamine, and turned this into memorable and engaging creative asset that would show the power of Sony technology.
Make it Stick
Highest-performing creative asset for Sony Australia.
84% video completion rate across paid media.
Rolled out across Southeast Asia and the Middle East.
Demonstrated the effectiveness of combining PR-led creative strategy with content production for technology brands.
