Amplify + Sonos help Londoners #ListenBetter with speaker amnesty...
ChallengeAmplify 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.
InsightThe way people feel about music isn’t reflected in the way they listen to it – music lovers have given up quality for convenience.
StrategyAlert music lovers to their listening fails, showing them that their music deserves better with an artistic twist.
#ListenBetterAmplify created a speaker amnesty so consumers could swap their ‘listening fails’ for a better solution - the Sonos sound system - and see their old speakers being transformed into art.
We promoted the activity through an innovative scratch-card flyer, which we distributed at the spots where music-lovers hang out, alongside social promotion on Sonos' social channels. Londoners queued at our Sonos space at King’s Cross station from 5am to take part, with the first 300 being rewarded with a brand new Sonos PLAY:1 and the following 500 with getting a 20% discount.
Our team of artists from local art collective MADE Workshop transformed the donated speakers live into an incredible sculpture over the course of 8 hours. 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.
We also created a piece of content, edited overnight, which was shown on a large screen fitted into the stand the following day to further engage consumers and tell the story of the activation.