Sennheiser launches its online campaign with an experiential event in Covent Garden

Audio specialist, Sennheiser is making significant move to focus on digital platforms by supporting a dedicated global marketing campaign with a seven digit sum aimed at driving awareness around its Momentum family of headphones. The online campaign is being launched with an experiential installation across three days in Covent Garden, starting today. The event is being executed for Sennheiser by Harvard PR.

Sennheiser’s biggest ever global consumer campaign will focus heavily on the use of social media, promoted across Sennheiser’s Facebook, Twitter and YouTube channels and through online advertising and branding together with Spotify. The campaign will aim to reach 24 million active users across 56 countries, and aims to generate an audience of 5 million that engage further via the campaign landing page or on social media.

The social video campaign “What’s your Momentum” will be housed at www.sennheiser-momentum.com relying heavily on user generated content to create video chains shared on the purpose built site and smartphone app.

Sennheiser, together with Spotify, will present 100 videos that showcase the life and work of some inspirational people – including UK based Disclosure, Imogen Heap, Di Mainstone and Bruno Zamborlin of Mogees – sharing unique achievements and inviting others to share their own stories as part of the ‘What’s Your Momentum’ project.

This first phase of the campaign will run until July 2014 and aims to boost awareness of the Momentum range with the target group of young professionals. This will be spearheaded in the UK with a three day marketing event in London’s Covent Garden.

A giant cube structure, built and installed in Covent Garden by agency Anthem X, has been created to celebrate the personal sound bubble commuters enter whilst travelling from A to B. Open from 19th June to the 21st, the general public will be invited to visit the Sennheiser installation and ‘play the walls’ through the help of Momentum campaign ambassador and technology start-up, Mogees. The cube will use a Mogees sensor to let passers-by create their own sounds using everyday objects inside the bubble, before the device is made available to the public.

The three day installation will encourage participants to discover and create sounds that give them Momentum and share the results via the dedicated app, uploading to www.sennheiser-momentum.com creating a content rich destination which aims to engage consumers with the brand.

The second phase of the campaign – running from September to December 2014 will be focussed around an online push to drive sales for the holiday season through paid search, supported by banner advertising targeted to achieve over 50 million impressions during the course of the campaign.

Sennheiser is driving the social aspect of the campaign as consumers are invited to watch the films and upload their own seven-second videos to showcase their creativity. A core part of the project is building “video chains” – where users can connect their videos to other stories that share the same themes or ideas – creating self-made chains of inspirational stories.

Sennheiser will award prizes to the best submissions and to the most engaged voters for videos on the site, which will include “money can’t buy” music-themed city break experiences, Momentum headphones and six-month Spotify Premium subscriptions.

Steve Dalton, director of marketing at Sennheiser comments: “Our global “What’s your Momentum” campaign is a great way to appeal to our aspirational target market and our Covent Garden installation is the perfect way to bring this to life. The installation offers us a platform in which we can engage with a huge amount of people, both commuters and tourists, in an interactive way that lends itself to sharing content on social media channels. By creating a dedicated app, we’re tapping into the on-the-go mentality of our target market, making getting involved and uploading videos easier than ever. We’re really excited to see the ‘What’s your Momentum’ entries from around the UK and how our Sennheiser Momentum event will inspire passers-by.”