One never fails to feel the beauty of a performance when the sound is just perfect. For a brand that has been manufacturing microphones, headphones and wireless transmission systems since 1945, it becomes vital to create the best audio experience for its consumers.
Premium German audio brand, Sennheiser, now a leading name in the country when it comes to perfection in sound quality, has launched a digital campaign called ‘The Pursuit of Perfect Sound’ to showcase the journey of achieving the perfect sound by some of its famed consumers.
India’s leading musicians who also endorse the brand like Farhan Akhtar, Shankar Ehsan Loy, Salim Sulaiman, Papon, Raghu Dixit, Swarathma, Shantanu Hudlikar and Ashish Manchanda have been roped in to share their stories via ‘’The Pursuit of Perfect Sound’ videos. This is band ‘Swarathma’s story where they share their experience with Sennheiser products:
Each of the videos provide a link to the online shop, were a viewer impressed enough to browse and buy the products after listening to the journey of perfect sound by these successful musicians. Two videos have been uploaded on Sennheiser India’s YouTube channel – one featuring Swarathma and the other featuring Farhan Akhtar who is also an actor, a producer and a director in addition to being a musician.
Sennheiser is capitalising on its social media assets to promote the videos to its music loving fans. Apart from sharing the video stories on its Facebook page, the brand has hosted Twitter contests to encourage more views on the videos.
The Sennheiser India Twitter page put up a quiz contest #PursuitOfPerfectSound with ten questions each for each of the videos, where the fastest to get all the answers right wins Sennheiser headphones.
Q4) Which microphone is used by Varun for his guitar? #pursuitofperfectsound
— Sennheiser India (@SennheiserIndia) August 18, 2014
— Sennheiser India (@SennheiserIndia) August 27, 2014
Bonding through real stories
Music buffs will be super excited to know what products their favourite musicians use and swear by. Being an ardent fan of Farhan Akhtar, watching him share his journey of perfect sound was a story I personally related to. Sennheiser has certainly struck a chord with the relevant consumer segment in the ‘The Pursuit of Perfect Sound’ campaign. The concept of having India’s favourite artists/bands share their own Sennheiser story works far better, than having the brand talk about its products.
The campaign could be further leveraged to have Sennheiser owners share their personal stories in the pursuit of perfect sound and the best music experience they have had. Perhaps a blogging contest with branded headsets as prizes, could do the trick. However, the videos need more boosting for increased visibility, as despite the Twitter contest the videos haven’t managed to garner more views.
What are your thoughts on Sennheiser’s #PursuitOfPerfectSound campaign? Does it connect with the potential consumer segment?