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Sennheiser UK unveils Project Noise with Labrinth

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By Ishbel Macleod, PR and social media consultant

September 27, 2013 | 2 min read

Sennheiser UK has launched Project Noise, marking the second year of an ongoing relationship with producer and recording artist Labrinth.

The campaign, created by Billington Cartmell, will see Labrinth and Sennheiser UK team up to create a new experimental track that will include crowd-sourced sounds submitted by the public.

Bruce Ferguson, Billington Cartmell business director, said: “This project is a perfect collaboration to deliver both Sennheiser UK's pursuit of perfect sound and Labrinth’s music experimentation with sound while inviting the audience to be a fundamental part of it. Creating content as we go gives us the social collateral we need to deepen our conversation and engagement with this audience in a credible, relevant and interesting way.”

The idea from the project comes from research conducted by Columbia University in New York City, which showed that there has been a decline in the sonic range, called timbral variety, of popular music since the 1960s.

“Following last year’s success with Labrinth, we’ve created a fresh, exciting campaign that further deepens our shared fascination with sound. Project Noise offers us a great opportunity and platform to further connect our brand to a more youthful, engaged demographic,” Steve Dalton, marketing director at Sennheiser UK, added.

“I’m looking forward to the variety of sounds submitted and, more importantly – what we’ll create with Labrinth. This year’s activity is happening in the run-up to the busy Christmas retail season, so we are supporting our key retailers through this period with specific executions too.”

The campaign will mainly run through Facebook, but will also include press, digital display, social, trade adverts and specific brand partnerships with both Spotify and SoundCloud.

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