How Blogworks’ Sennheiser Top50 Campaign Built A Meaningful Connect With 350+ Music Bands

Case Study by Blogworks for Sennheiser in which the agency created a one-of-a-kind annual leaderboard of emerging music bands to be judged by India’s top music talent

sennheiser top50

The Client

Sennheiser is a global leader in sound and is shaping today the audio world of tomorrow. The company specializes in the design and production of a wide range of both consumer and high fidelity products, including microphones, headphones, and telephony accessories. Sennheiser is always in pursuit to achieve the perfect sound.

The Agency

With digital innovation in our heart, Blogworks is helping brands connect with the connected consumer. We engage consumers through brilliant stories powered by digital technologies and work with some of the most reputed global brands and organisations. Blogworks’ services include- Content, design and rich media; Web and mobile development; Insights & Research; Experiential; Media planning and buying.

Problem Statement

  • We wanted to meaningfully connect with the young and upcoming music bands to build brand salience among them early in their professional journey.
  • Create awareness about the upcoming Sennheiser Evolution Wireless D1 Microphone series.

Identified Objectives

  1. To build brand connect
  2. To create a strong preference
  3. To launch the Evolution Wireless D1 Microphone series

B2B digital campaign awards 2015

The Strategy

Approach

Insight – A rising interest in indie music is leading to budding bands coming up all over India.

Premise – Fill the gap of a missing platform for these young bands. Provide authentic recognition and exposure while enabling them with equipment.

Idea – Use the digital medium to create a one-of-a-kind annual leaderboard of budding and emerging bands to be judged by India’s top music talent.

Launch – Launched live on the Sennheiser-Top50 microsite, bands were invited to file their entries via a Soundcloud link of their most popular song, Judged by Shankar-Ehsaan-Loy and Salim-Sulaiman.

Selection process

An internal jury from Sennheiser heard to the entries from 218 bands from all across India for a total over 72 hours. Approved entries that made the cut and fulfilled all conditions were thrown open to votes from public and jury. Top 100 bands announced on the leaderboard and the challenge just got tougher. Bands were asked to fill a detailed form along with their YouTube videos to get an insight into their music and influences.

The most credible and the best were associated with this campaign. Shankar-Ehsaan-Loy and Salim-Sulaiman were appointed as the jury. It wasn’t easy, we must say, but we did it, after multiple judging sessions, disagreements and discussions, they charted out and ranked the final Top 50 bands.

Execution

We followed a 360 degree approach to reach out for maximum participation.

We created a microsite – www.Sennheiser-top50.com. We tied up with e-Commerce giant Amazon to help increase the awareness and sales of Sennheiser products. We tied up with industry magazine, Rolling Stone to reach maximum number of bands.

Palm Expo is one of the biggest music and light expo where competitor brands and bands visit. Roped in Sennheiser artists as influencers to attract maximum participation to the contest. Amplification of the registered bands to attract more registrations.

Media stories to amplify the campaign. Social ads to attract participation for the contest. Rich content on social media to call for entries for the contest. Personalised tweets to musicians and bands.

sennheisier_top50_twitter

Gratifications included a 2-year endorsement deal with Sennheiser India, a recording session at Flying Carpet Productions, Sennheiser D1 microphone sets for the top 3 bands and customised Sennheiser evolution 835 microphones for each of the top 50 bands.

Results

  • 350+ Bands engaged with from across the country
  • 218 Bands registered  for the contest
  • 2.5 million visitors to the microsite
  • 72% traffic driven through social media
  • 1.3 lac public votes

Observations/Lessons

Bigger and better 2016 edition to rope in city wise music influencers to target regional bands.

Announcement of Top 50 bands to converge in an on-ground mega music festival on lines of NH 7.