Carphone Warehouse continues Smarter World campaign with Adjust Your Set
Carphone Warehouse has unveiled a musical experience as part of its Smarter World proposition.
As part of the project, four classical musicians were brought together, all of whom use smartphones and tablets in their lives to make elements of learning, creating, practicing and performing music easier, such as reading sheet music on an iPad and using metronome and tuning apps.
Adjust Your Set, the digital content agency, worked with the brand to develop the work before it was performed live to a dance music crowd in Shoreditch. The agency also helped create a series of videos, which are now online.
Chris Gorell Barnes, founder and CEO at Adjust Your Set, said: “This new project sprung from the Carphone Warehouse proposition of Smarter World – through the use of smart tech, creating something truly innovative in the music arena. The worlds of music and smart tech have already fused and this experience was a live demonstration of that. The videos capture the essence and power of the project and should inspire and fully engage the audience online.”
Targeted at Guardian readers, both classical and dance music fans, and those interested in the tech and gadget world, five videos have been created: one main brand film, three interviews with the musicians involved and one interview with the DJ, Darren Sangita. The videos will be available on the Guardian online.
“The music scene is already enriched by smarter technology, and we wanted to demonstrate how tablets and the latest smartphone technology is helping to contribute to a Smarter World,” Gareth Jones, head of online marketing at Carphone Warehouse, explained. “Adjust Your Set has done a brilliant job of telling the story of this project, bringing it to life for our audience through intelligent, well produced content.”
A further Smarter World campaign will run until the end of 2013.
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