Brief Explanation

For the first time, we wanted to show that music could follow our movement. For this campaign, music was at the core, with the feature of A Bu, a young and talented piano player and Bing Bing, an opera singer. For the music and tech lovers that Sennheiser is targeting, it was an interesting way to enjoy a different audio and visual experience.

The Brief

Our heads have always followed the music what if music could follow our heads? As part of a more global promotion of the MOMENTUM headphones and Sennheiser’s effort in fostering music youth talents, an interactive site was developed to appeal both to existing and new customers, by allowing users to control the music thanks to the movement of their head.

Describe the success of the promotion with both client and consumer including some quantifiable results

The site gathered more than 400,000 page views, with more than 1,30 minutes spent on the site by visit. On Weibo, the news gathered more than 40 million views, with 14,000 reposts and 8,000 followers increase on the Sennheiser official Weibo account. International digital media talked about it, including L’ADN, Strategies, Great Ads, Digitaling, Coloribus, Digitown, Marketing Land, The Next Gag, Advertoblog, Creatividad Publicitaria, Marketing Dive, Welovead, Adquan, Chinadvertising, etc. The site was awarded Site of the Day on the 18th of December 2014 by the FWA.

Explain why the method of promotion was most relevant to the product or service

We created an interactive site using movement detection: an intuitive way to create a unique sound and visual experience. On the right is Bing Bing, an opera soprano singer, and on the left side is A Bu, a 14 years old piano genius. When leaning the head on the right or on the left, users can discover a completely different visual and audio experience each time.