Sennheiser Nordic approached STEPitUP with the objective of positioning the newly released Sennheiser Amperior headphones towards a broad audience by using leading Nordic DJs as brand ambassadors. STEPitUP found the perfect match in Rebecca & Fiona for the Swedish market, Hampenberg & Brown for the Danish market, Nils Noa and Carina Faye for the Norwegian market and Super8 and Tab for the Finnish market.
The output was the “Wear Your Sound”-campaign, which included two local DJ-ambassadors in each of the four Scandinavian countries. The campaign included product placement of the newly released headphones in music videos from each of the ambassadors. The campaign also included photo-shoot with artists wearing the headphones for use in press material for the upcoming music videos, meet ‘n greet with fans, online customer competitions, consumer events in retail and extraordinary Sennheiser events in all of Scandinavia, advertising before and after the music videos and that all ambassadors used of Sennheiser headphones at ALL live performances the rest of the year.
The campaign gained much attention for Sennheiser. Every artists posted Sennheiser Amperior-content on their on social media pages, while the medias wrote about the strategic partnership. All singles were released with pictures and press material from the Sennheiser campaign.
Susanne Meiniche, Marketing Communications Nordic, Sennheiser Danmark (DA):
“Med Morten Hampenberg og Alexander Brown bygger vi ovenpå Sennheisers stærke brand, som er kendt for den bedste kvalitet. Nu skal vi ud på en rejse, hvor vi bevæger os ud på gaden og får fat i det bredde publikum. Livsstil fylder mere og mere på markedet for høretelefoner, og den tendens ønsker vi også skal være en del af vores brand. Men frem for alt vil vi give forbrugerne en lydoplevelse, som går ud over det sædvanlige”.