Sonos Launches ‘Love the Sound’ Campaign, Eyes Recovery & New Products

Sonos debuts 'Love the Sound. Really feel the System' campaign, emphasizing experiences over tech. The initiative supports new Ace Ultra earphones & Beam Ultra soundbar, aiming for recovery from past software woes and wider audience appeal via OOH blitz & AI-powered Sonos 27 update.

” Love the Sound. Really feel the System” uses hand-drawn representations to show just how Sonos earphones and speakers come to life, supplying “admiration in the living room” and “love in the room.” Media extends video, podcast, print, social and a “substantial” out-of-home press in New York.

New Products & Brand Repositioning

Along with repositioning Sonos, the initiative supports 2 new items: the Ace Ultra earphones and Beam Ultra compact soundbar. Sonos is in recovery mode from a devastating software program update that mauled its stock, caused a chief executive officer ouster and frustrated fans.

Sonos is pivoting its messaging to focus more on the experiences and feelings influenced by its products as opposed to pure tech specifications and standalone equipment. “Love the Sound. Really feel the System” highlights how Sonos is interconnected and applicable to numerous elements of the home and day-to-day life, including the cooking area, living space and bed room. The job is suggested to be a “firm repositioning initial and a brand name rejuvenate by extension,” the launch stated.

Addressing Past Issues & New Leadership

DeCourcy, a former Break Inc. online marketer and Wieden+ Kennedy creative veteran, joined Sonos as CMO last November. Sonos has made numerous advertising hires this summer season, consisting of imaginative directors Rinee Shah and Kendra Eash, supervisor of creative manufacturing Cameron Ford, brand layout lead Raquel Scoggin and planners Zach Gallagher and Janet Shih.

Sonos remains in return mode after a prior, glitch-prone software change pushed away clients and nicked the business two years back. Sonos approximated the stumble cost it regarding $100 million in revenue– a Wall Road Journal evaluation factoring in stock market performance secured the number closer to $500 million– and previous CEO Patrick Spence tipped down in the middle of the monthslong debacle.

“Love the Audio. Sonos is pivoting its messaging to focus more on the emotions and experiences inspired by its products rather than pure technology specs and standalone hardware. “Love the Noise. Really feel the System” underscores how Sonos is adjoined and relevant to multiple facets of the home and daily life, including the cooking area, living area and bed room. The job is implied to be a “firm repositioning first and a brand name rejuvenate by extension,” the release stated.

Creative Strategy & Vision

Hand-crafted art, dance cards and representations sustain the illustrative strategy, one that is less audio wonk-oriented however still intends to mirror the amount of care Sonos takes into building its equipment. Innovative, which was established in-house, advertises brand-new headphones and a sound bar, which Sonos previewed at an event in New york city earlier this month.

“We have 2 top priorities: to attract a more mass audience, not simply early adopters, and to reconnect with longtime consumers by getting back to what we do best. For anybody who has drifted away, I hope this work is a reminder of what makes Sonos various, and why it has always had a little magic,” Sonos CMO Colleen DeCourcy said over email.

Extensive Marketing & Software Updates

An OOH blitz around New york city spans train advertisements at Westfield Globe Profession Center, Moynihan Train Hall and Penn Station; painted billboards in Williamsburg, Brooklyn; and guerrilla wildpostings, road panels and electronic forecasts. Along with the hardware, Sonos lately presented a significant software program update, Sonos 27, that introduces extra expert system and agent-powered features, including a voice aide that aids curate songs and state of mind.

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Sonos revealed a brand name campaign that is part of a bigger shift in creative direction for the marketing expert, emphasizing sensory experiences and a complete sound system over technology specifics, according to a news release.