Let Your Ears Be Loved: Sennheiser launches a multi-channel consumer campaign, starring the new URBANITE headphones
Sennheiser´s URBANITE headphones are designed for the generation of Millennials who know more and demand more. They love their tunes heavy and love to look good. But they are smart consumers who won´t compromise on quality. Driven by the theme “Let Your Ears Be Loved”, the campaign will engage the target group with online videos and additional online/offline activation. The focus is put on their high demands and passion for sound in a humorous way. The surprising campaign spearheaded by the US advertising agency McKinney will be kicked-off in mid-September.
Anchor of the campaign is the landing page www.sennheiser-urbanite.com. It draws the attention to a sample of URBANITE “love-scenes”. The romantic videos reveal an impersonated URBANITE headphone-set pleasing a gigantic ear in many ways. Viewers are immediately ensured that URBANITE will love their ears just as much. Along with his sensual tone the URBANITE character employs a thick German accent indicating his profound engineering heritage.
“With the campaign we’re bringing something fresh and new that will meet the expectations of this tough audience”, said Uwe Greunke, Director of Strategic Marketing at Sennheiser. “We came up with an idea that points out our passion for sound in a way that resonates with and is relevant to 18- to 25-year-olds. We’re as excited about it as the URBANITE character is about the ears he loves.”
The “Let Your Ears Be Loved” campaign has multiple components and will use social media and user-generated content to drive participation and viral uptake. Sennheiser will promote the campaign via its Facebook, Twitter and YouTube channels, utilizing the hashtag #EarLove.
Pure Ear Love
Core of the campaign are the video spots featuring a gigantic, lifelike ear and a German-accented character dressed as the Sennheiser URBANITE headphones. He spends every second on screen giving the ear pure aural pleasure, both physically and verbally, while convincing viewers that he’ll love their ears as much.
The Golden Ears of NYC and London
From September 12 to September 21, the people of New York City are invited to join a scavenger hunt to find 1,000 Golden Ears hidden around the city - each ear is removable from a poster hanging in record stores and other places where ears shop. Whenever the ear lovers share one of the campaign videos on Facebook, Twitter or Tumblr, they get a clue about the location of a Golden Ear in return. And of course there is a free URBANITE set for every scavenger finding a Golden Ear. Neglected ears in the UK will not starve for long: The Golden Ears hunt will soon sweep across the ocean. It will be the “talk of the town” in London starting from October 20 through November 2.
Once removed from posters, Golden Ears can be redeemed for a free pair of Sennheiser URBANITE headphones at the Ear Love Palace at 1 Rivington Street on the Lower East Side of New York or at the MusicCube experience in London at either Westfield London or Westfield Stratford City. At both locations, visitors with and without Golden Ears can try on both on-ear and over-ear versions of the Sennheiser URBANITE headphones; recline in a claw-foot bathtub while listening to the bass-driven, intense club sound that emanates from them; and even buy a pair.
Put URBANITE where the ears are
An “Ear-Selfie-Contest“ taking place from September 12 to November 30 is initiated: Everybody who uploads a funny or entertaining URBANITE-like ear-portrait to hers or his Instagram account, and uses the hashtag #EarSelfie to spread the ear love, can win a set of headphones. A jury will choose the weekly winners and it will altogether put 500 free URBANITE sets on 1,000 happy ears. Winning selfie ear owners will receive a code to redeem online for a free pair of Sennheiser URBANITE headphones. The gallery of all proud winner-ears is posted on www.sennheiser-urbanite.com.
The campaign was spearheaded by US-based advertising agency McKinney: “Working with Sennheiser and launching their new URBANITE headphone has been amazing. This campaign is the resulting love child of our partnership and features a character who is odd and quirky yet lovable in his quest to envelop ears with plush sound,” said Jonathan Cude, Chief Creative Officer at McKinney. “That plushness is due to the headphones’ incredible sound performance, enhancing listeners’ experience with a ‘better, not louder’ approach to bass.”
Let URBANITE love your ears
Sennheiser’s new URBANITE headphones are the new sound of urban style, bringing the bass for an intense club experience on the move. The audio specialist’s mobile headphone range - including the on-ear URBANITE and over-ear URBANITE XL - delivers massive bass but with Sennheiser’s uncompromising audio expertise ensuring excellent clarity throughout the entire frequency range. The URBANITE range is designed for staying connected on the move, with integrated in line remote control and microphone for taking calls and controlling music on smartphones and tablets, with dedicated versions for either Apple iOS devices, or for Windows or Android-driven devices, such as Samsung Galaxy models.
For more information on the campaign and all relevant features of the new URBANITE range visit www.sennheiser-urbanite.com