BUZZ CAMPAIGN

TitleBUZZ CAMPAIGN
ClientWESTONE (THINKING GROUP LIMITED)
Product / ServiceEARPHONES
CategoryA02. Posters
EntrantDDB GROUP HONG KONG, HONG KONG
Entrant Company DDB GROUP HONG KONG, HONG KONG
Advertising Agency DDB GROUP HONG KONG, HONG KONG

Brief Explanation

How to make consumers to relook into their earphones and consider a new one? Most of the consumers are quite happy with their inferior earphones. With a limited budget, our challenge is not only to communicate the unparalleled edge of Westone earphones but impressive enough to induce a change.

The Brief

To promote the Westone earphone with the unequalled product edge of crystal-clear sound and stand out in a market with high penetration.

How the final design was conceived

The insight comes from people are quite happy with inferior earphones. If they haven't tried Westone ones, they may not even realize that the sound quality they are used to is bad. By taking an opposite approach, we have dramatized one of the problems of low quality earphones. We show that when people listen to them, their music sounds like the buzzing of insects, and is therefore ruined. The visuals in the campaign have a strong visual impact that should encourage consumers to question the sound quality of the earphones they are currently using.

Indication of how successful the outcome was in the market

The idea had a tremendous impact on the music enthusiasts to make them relook their earphones and generate considerable interest for Westone earphones. The unconventional design of the poster received a great response from retailers - with strategically placed posters with the products achieving a record breaking sales. It simply shows how good design can bring to light an even greater idea.

Credits

Name Company Position
Anotai Panmongkol Illusion Co Ltd Producer Of Production House
Somsak Pairew Illusion Co Ltd Producer Of Production House
Illusion Co Ltd Production House
Supachai U-Rairat - Illustrator
Surachai Puthikulangkura - Illustrator
Surachai Puthikulangkura - Photographer
Annie Tong Ddb Group Hong Kong Producer
Jan Lee Ddb Group Hong Kong Account Director
Benny Ko Ddb Group Hong Kong Group Business Director
Nateepat Jaturonrasmi Ddb Group Hong Kong Art Director
Asawin Phanichwatana Ddb Group Hong Kong Art Director
Thomas Selby Ddb Group Hong Kong Writer
Jeffry Gamble Ddb Group Hong Kong Writer
Nateepat Jaturonrasmi Ddb Group Hong Kong Creative Director
Asawin Phanichwatana Ddb Group Hong Kong Creative Director
Jeffry Gamble Ddb Group Hong Kong Group Executive Creative Director