The Game
Before The Game

Beats By Dr. Dre

Brand's KPIs Smashed by Seven Times

Integrated Campaign

To launch the Solo2 headphones in Japan, we needed an idea that was authentic and relatable enough to win the hearts of Japanese youth. Since the new headphones came in a striking colour range and colours are a known way to enable self-expression, we kept it simple and put the product colours, at the heart of the idea. We partner with the hugely influential Japanese pop group, the E-girls, and connected them to colours representing their "Ikigai".

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"Ikigai" is a Japanese concept of finding joy in life through purpose. In other words, it is what gets you up every morning and keeps you going. Not exactly reinventing the wheel, but the campaign ended up getting a lot of media attention. We monitored online conversations and quickly responded by creating reactive in-store events, interactive posters, and meme generators to keep the momentum going.

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We also created posters designed to let people take and share selfies of their unique identity. The results were outstanding. We achieved seven times the campaign KPIs which made Show Your Color Beats and Apple's most successful ever campaign in Asia.

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