Audio-Technica’s headphones are a market leader in Japan, but in the USA awareness was still under-developed. They approached GeniusRocket with the following challenge: How could they reach their US target audience’s eyes so they could get the Solid Bass Headphones wrapped around their ears?
GeniusRocket responded with over 30 unique concepts to review, of which one particularly resonated in a way Audio-Technica just knew would speak to its target consumer. The finished video, Audio 911, features YouTube legend Marquese Scott dub-stepping back to life after being revived by Solid Bass Headphones.
By subtly featuring the brand but focusing more on the mission to entertain, viewers quickly shared the video without losing sight of the brand and product. The video quickly went viral. Audio-Technica’s Marketing Manager emoted “The hits increased awareness in ways we had only hoped for. We had customers speak fanatically about how they didn’t know the brand before but now they did, and how much they loved the headphones and the brand.”
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