FCB Hamburg Presents its First Work for Yamaha Music Europe
'Sound That Connects' shows off the emotional elements of a smart home
In ten weeks, Christmas and the planning for larger purchases begins. Hi-Fi devices, which can be placed and controlled in any room, are also in high demand this year. The MusicCast Multiroom System from Yamaha's Audio and Video (AV) product line has been offering more than 40 products for a long time and has interfaces that make it compatible with other manufacturers' products. They are controlled via WLAN, Bluetooth or AirPlay and can access the most popular streaming services.
But instead of these technical details, which make the Yamaha Multiroom System the most open system in the market, the "Sound that connects" campaign is based on emotional elements in the smart home: a father in a ludicrous sweater with snowman motifs dancing through all the rooms to the same music; a grandmother who is using her tablet to bring the family together for a roast dinner.
The three Hero products used in the spots are the WX-010 and WX-030 streaming speakers, as well as Yamaha's YAS-306 soundbar. At the heart of the digital-oriented campaign is the landing page of "Sound that connects", where the whole story is told with a 40-second video.
Three different bumper ads (6-seconds) and a 15-second short version of the video are switched to relevant video portals and point to the central landing page as well as native ads, which are also placed in target-grouprelevant environments. The "Sound that connects" campaign is aimed at the digital-affine target group of men and women between 30 and 40 years of age with higher income and high demands on the sound quality and design of audio products.
Throughout the campaign, which will start on October 13th and run until Christmas, a dynamic media deployment is planned to continuously optimize the placement of the advertising media. The digital campaign is supplemented by a cashback campaign, which is accompanied by various commercials at PoS.
The Yamaha 'Sound that Connects' campaign is aimed primarily at consumers in Germany and the Benelux countries, but is also being adapted in Great Britain, Scandinavia, France and Italy. The adaptions will be executed by FCB Hamburg.
Peter Nicholls (Project Consultant)
Fabrice Laurent (Director Audio Video)
Yamaha Music Europe
Head of TV / Production:
Patrik Hartmann and Michael Okun
Daniel Daglioglu (Leading)
Client Service Director: