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.