2016 Winners & Shortlists

Brief Explanation

The target audience was both new and existing. The goal was to reach communities that had big homes, whether they are villas or townhouses. These households were able to hold a wider range of SONOS products as they can be used in different rooms. In the larger Home Theatre category Sonos has a 12.5% market share (value) as against the leader Bose at 20.5%. Sonos makes it easy for everybody to listen to the music they love in every room of their home. Campaign Budget: Approx. AED 75000

The Brief

A press campaign was done in the region with an expected increase in the demo calls. The challenge was that not many people are aware of this American brand. Print did a good job in terms of awareness but demo did not pick up. Hence the agency was briefed to share ideas on how to increase product demonstrations.

How the final design was conceived

We designed a mailer that can explain, how Sonos works in the most simplest and innovative way. We carefully attached 3 specially customized sound modules representing different genres of music. When each flap opened, a different music clip played. Thus we had 3 different sound clips playing simultaneously in one single mailer, and that’s what Sonos is all about – a whole home audio solution catering to varied tastes of the family members.

Indication of how successful the outcome was in the market

The direct mailer succeeded in building curiosity amongst the consumers, and was extensively shared by them on social media. Eros received about 50 demo enquiries in the 1st week itself. Which was 150 % more than average. Out of which 75% percent purchased the product. A substantial leap in sales in the high-end audio category, and in a sluggish quarter.