2016 Winners & Shortlists

Brief Explanation

SONOS is a wireless music streaming is a new product category in the region. Many people weren't familiar with what the product was. The best way to introduce the product was through a live demo. The objective behind the direct mailer was to allow consumers to experience SONOS through a demo. This was done through using direct mailer as our preferred medium while targeting select areas of Dubai.

Results and Effectiveness

Since a streaming wireless music system is a high involvement product, the experience provided by the mailer helped us in reaching our objective; get consumers to enjoy the demo at the comfort of their own homes. This built curiosity among the consumers, and was extensively shared by them on social media. Eros Group, who is the main distributor of SONOS, received about 50 demo inquiries in the 1st week of sending out the mailer. This resulted in demo inquiries that were 150% more than average. Out of which 75% percent purchased the product.

Creative Execution

We had used Eros Group's internal database to select the target market. The mailer was carefully designed to allow the consumer to experience personalization of musical preferences. We carefully attached 3 specially customized sound modules representing different genres of music. In the design, with each flap opened, a music clip played thus we had 3 different sound clips playing in one single mailer, and that’s what SONOS is about - making it easy for everybody to listen to the music they love in every room of their home.

Insights, Strategy and the Idea

The target audience was both new and existing. The issue in the region is that many people are not aware of this American brand. The goal was to reach communities that had big homes, whether they are villas or townhouses. These households would be able to hold a wider range of SONOS products as they can be used in different rooms throughout the house. Although print medium was normally used for the SONOS brand, we decided to use the direct mailer to close the gap between information and experience.