Gaining MOMENTUM: Sennheiser launches “biggest-ever consumer campaign”
Sennheiser’s acclaimed headphone range is gaining MOMENTUM with a social video project, tapping into the relevant mindset of the young, affluent target audience. Driven by the theme “What’s Your MOMENTUM?”, Sennheiser, together with Spotify, will present 100 videos that showcase the life and work of some of the world’s most inspirational people – musicians, artists, inventors – sharing their projects and unique achievements and inviting others to share their own stories.
Aimed at driving awareness of its premium MOMENTUM headphone range, Sennheiser’s biggest ever consumer campaign will use social media and online advertising to boost the MOMENTUM brand. The main theme of the campaign is “uncompromised authenticity and substance”, which provides an emotional association with headphones’ key selling points of quality and performance. The campaign will reach 24 million active users across 56 countries, and aims to generate an audience of 5 million that engage further via the campaign landing page or on social media.
Audio specialist Sennheiser will heavily promote the campaign via its Facebook, Twitter and YouTube channels and through online advertising and branding on Spotify itself. From the start, the campaign will also directly support sales activities by dealers and retailers, introducing the “What’s Your MOMENTUM?” concept to customers in stores through point of sales materials, driving sales through increased brand recognition and desire to purchase.
People with MOMENTUM
Legendary human beatbox EKLIPS, sound artists Nik Novak and Di Mainstone and pioneer in innovative music, Imogen Heap: for Sennheiser, these people have MOMENTUM. Together with Spotify, the audio specialist will present 100 extraordinary people that have a connection to sound, exploring their creativity and their passion for their work, showing how they define their own personal MOMENTUM.
These individuals are constantly pushing the boundaries – going beyond the ordinary, reaching for new heights that are yet to be discovered. This spirit, this commitment to the core to create something that is unique and that has uncompromised authenticity and substance is what Sennheiser seeks to celebrate and discover over the course of the MOMENTUM campaign.
As well as showing amazing stories of creativity and determination from around the world, the campaign will use social media and user-generated content to drive participation and viral uptake. “We would like our customers and all those with a passion for sound to engage with the concept, share it, and help it grow,” explains Stefanie Reichert, Director, Strategic Marketing at Sennheiser. To drive this social aspect of the campaign, Sennheiser is asking “What’s your MOMENTUM?“ – inviting people to watch the films and upload their own seven-second videos to showcase their creativity. A core part of the project is building “video chains” – where users can connect their videos to other stories that share the same themes or ideas – creating self-made chains of inspirational stories. Videos can be uploaded to www.sennheiser-momentum.com or via a dedicated “What’s Your MOMENTUM” mobile app.
Sennheiser will award prizes to the best submissions and to the most engaged voters for videos on the site, which will include “money can’t buy” music-themed city break experiences, MOMENTUM headphones and six-month Spotify Premium subscriptions.
Taking the MOMENTUM to the point of sale
This first phase of the campaign will run until July 2014 and aim to boost awareness of the MOMENTUM range with the target group of young urban trendsetters. To directly support sales activities by dealers and retailers right from the start, the campaign will bring the MOMENTUM idea to customers in stores. Point of sale materials, including posters and displays, will feature the MOMENTUM campaign as well as selected testimonials from the MOMENTUM videos appropriate to the market. The second phase of the campaign – running from September to December 2014 to drive sales into the holiday season – will be characterized by an even stronger sales focus, retargeting the contacts made during the course of the campaign.
By introducing the MOMENTUM family in 2013 and 2014, Sennheiser launched a range of high-quality headphones that provide a real alternative for discerning consumers. They bring a unique combination of uncompromising sound performance, premium materials and understate design.