ABOUT

CONCEPT

Amplify and Sonos help Londoners #ListenBetter with a speaker amnesty

Challenge
Amplify were challenged to bring Sonos’ global ‘You’re Better Than This’ campaign to life through an engaging experience that left Londoners with a smile on their face.

Insight
The way people feel about music isn’t reflected in the way they listen to it – and music lovers shouldn’t need to give up quality for convenience.

Strategy
A wake up to music lovers to their listening fails, reminding them that their music deserves better - with an artistic twist.

Solution
#ListenBetter

Amplify created a speaker amnesty, for consumers to swap their ‘listening fails’ for the better solution, a Sonos sound system, and see their old speakers being transformed art.

Day 1:
Building on a large-scale cinema and OOH campaign we heavily promoted the activity 24-hours before going live through social, radio, PR and an innovative scratch-card flyer, distributed at the spots where music-lovers hang out.

Day 2:
Londoners began queuing at our Sonos space at King’s Cross station from 4.30am to take part (we opened at 8am), with the first 300 being rewarded with a brand new Sonos PLAY:1 and those following getting a 20% discount.

Collaborating with local art collective MADE Workshop we transformed the donated speakers live into an incredible sculpture over the course of 8 hours – which we shared on Instagram Stories. Each speaker was sprayed gloss black and constructed into a large cube, surrounded with LED lighting, representing a monolith of London’s collective past audio fails.

Day 3:
Overnight we edited a film showing the ‘making-of’ story, which was shown on a large screen greeting commuters as they came out of the station, and was also seeded on social channels. Those photographed next to the installation and socially shared with the hashtag #ListenBetter had a further chance to a PLAY:1.

Results:

1 killer installation
450k commuters saw the story unfolding over 3 days, with 300 lucky people walking away with a new Sonos Play:1 and many more 20% off vouchers.
PR pick-up in The Drum, Event Magazine and Field Marketing
For social, highlights included 482K impressions across owned + over 1M across earned and the use of Instagram stories for the first time (with an EMEA POV) which resulted in nearly x6 higher engagement than a regular Instagram post.