Sony: Four lads #BlockTheNoiseWithSony

Sony, a technology brand, launched a campaign in the UK to create awareness of the not-so-new WH-100xM4 headphones, and reach a music-loving audience.

In Brief

We needed to create awareness of Sony's not-so-new WH-100XM4 headphones.

Becoming the first brand to work with the "four lads in jeans" and taking an agenda-driven approach, we decided to tackle "noise cancelling" in a different vein: helping young men deal with the "negative noise" they are subject to in social media.

We delivered over two million impressions across social channels and over 140 articles in all. As a result traffic to the Sony WH-1000XM4 webpage rose 10% of the course of the week of this campaign.

Objectives

We needed to create awareness of Sony's not-so-new WH-100XM4 headphones....

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