Next Best Thing
Iris and Samsung UK have launched a new digital-audio campaign, ‘Next Best Thing’, to promote the Samsung Galaxy Buds Pro.
The digital campaign aims to dramatise the superior sound quality of the Galaxy Buds Pro by using immersive 360-audio and making listeners feel as if they’re on stage at a long-awaited live music concert.
Samsung UK partnered with up-and-coming pop artist Holly Humberstone to bring the campaign to life with a 360-audio track. In the 30 second audio ad we hear Holly performing her hit song ‘The Walls Are Way Too Thin’ at a live music gig as the crowd passionately sings along - the 360 immersive audio effect makes the listener feel as if they’re right next to Holly. As the track finishes the VO reminds us “The next best thing to being on stage with Holly Humberstone, is listening with Samsung Galaxy Buds Pro.” Humberstone’s track premiered in Annie Mac’s much-coveted ‘Hottest Record In The World’ slot on BBC Radio 1.
The campaign comes as the audio industry is experiencing a boom, podcast listenership is up 33% in the past twelve months, and social platforms such as Twitter, Facebook and Instagram have recently launched audio-only offerings to rival category leader Clubhouse.
Richard Hayter, Creative Director at Iris said: “You can’t hear how great Galaxy Buds Pro sound if you’re listening with your own headphones or speakers. But we can make you feel excited by their potential. Putting you ‘on stage’ with brilliant fresh talent like Holly dramatised the amazing sound quality Samsung have engineered into Buds Pro.”
Sharon Hegarty, Marketing Director, Samsung UK & Ireland: “The Galaxy Buds Pro have incredible sound quality , pair that with an innovative audio experience from Holly Humberstone and you’ve got the ‘Next Best Thing’ to being on stage with one of the UK’s most promising rising talents.”
The campaign will be going live from Monday 24th May on digital channels. The media will be handled by Starcom.