SONY h.ear
building a new brand and selling product in one go
Client: SONY
Media: Online & POS
Background:
In October 2015, SONY launched a new product brand named “h.ear” for their range of head phones equipped with High Resolution Audio technology. Flagship model for the launch was the colorful ‘h.ear on’ MDR-100A collection.
Campaign idea:
With the campaign line “NOW I h.ear” we coined the claim that before h.ear head phones, consumers had never heard music the way it was intended by the musicians.
We recruited two celebrity endorsers from the music industry as the credibility builders and created POS impact with huge oversized head phone displays built from the product’s packages.