Urbanears is a headphone brand made in Stockholm, Sweden providing great headphone innovations around the world. However, in the Philippine demographic, Urbanears grows pale when it comes to its brand integrity and brand image. In addition, the Filipino market is not fully aware of the capabilities of Urbanears’ product line. This study aims to resolve the current problem the brand is facing and position itself in the market as the headphones for everyone made for sharing and those who are inclined into listening to music.
The brand was established and made for everyone and is not intended for any specific sub culture, age group, sex, religion, race or nationality. Given, that, the study will widen the potential and capabilities of the product from an ordinary headphones into a tool not only used for listening but also for sharing and self-expression.
The study will venture on Urbanears making a direct interaction with the brand’s target market through the means of interactive advertising by giving the market an extraordinary brand experience.
A music application for the target market will be designed to enhance both music experience and allow Urbanears to directly communicate with the target audience. The app would also highlight Urbanear’s dedication in amplifying the link between the target market and music. The application can be downloaded through the internet. A QR code will also be generated to make the link on the application easier to access. The QR code will be seen on Urbanears’ website and most of the advertising efforts that would be made for maximum exposure and efficiency.
To make interaction between the target market and the brand the print ads will have a QR code which will lead the readers to the “Major Execution Zoundplug App” wherein they will have the chance to either to try the application for trial or download and install it. A case study video would also be provided in order for the market to fully understand the applications features.
The idea behind the minor execution is to deliver the campaign message and lead the target market towards the Major Execution Zoundplug.
In order to sustain the campaign, an interactive poster will be done to continue communicating with the market and stir curiosity among the target audience through brand experience. The poster is in line with the campaign's message "make them listen."
A website for the campaign will be launched in order to maintain the interaction between the target market and Urbanears. The website will function as the promotional tool for Urbanears besides the Facebook page and the Twitter page. Announcements of up and coming events or happenings will be relayed through the website.
Collaterals will be given out to people who won coupons from the Major Execution Zound Amp. The tote bag collateral will be given out upon purchase of Urbanears products instead of the usual paper bag.
