2016 Winners & Shortlists

Brief Explanation

The entire SONOS Demo Delivered campaign was based on direct marketing. Not just any other mailer, but we created a mailer that can explain, how SONOS works in the most simplest and innovative way. The person receiving this mailer could experience the entire concept that SONOS stands behind; stream all your favourite music wirelessly through a smart speaker system, in any room or in every room. The design of the mailer had 3 specially customized sound modules representing different genres of music, with each flap opened, a music clip played thus we had 3 different sound clips playing simultaneously in one single mailer, and that’s what SONOS is about. This was then distributed in villa communities to allow each household to personally experience true and pure sound.

Creative Execution

Throughout 2015, print ads were constantly being used for promoting the different range of products within SONOS. The print ads did a great job in educating the consumer about the existence of the products. However, we felt that there is something more that we can do to enhance the experience of a customer. Music is something one needs to experience instead of read about. That's where the idea came to life; create a mailer that can allow people to experience a demo within their home.

Results

The direct mailer for SONOS attracted attention. It was something first of its kind where the demo of the product arrived at the consumer's doorstep instead of the consumer coming into the store. The curiosity for what the products could do allowed Eros Group to receive about 50 demo inquiries in the 1st week itself, which was 150% more than average. Out of which 75% percent purchased the product. Now that’s music to our ears.