Independent music retailer Pause is helping people find nearby properties that can accommodate its range of powerful sound systems. Stockholm House Equaliser lets people search for homes that are currently on the market, and matches each one with a corresponding system.
If someone wants to play the hugely powerful Meridian DSP8000 speaker at full volume, then the interactive map only shows properties where this is possible. But if the owner is happy with a smaller speaker, more homes are shown on the map.
Pause worked with experts in construction, acoustics and sound to develop an algorithm that determines how high someone can turn up the volume in a specific property. The algorithm takes the type of property, construction year, building materials and location into account before delivering up the results.
The brand also applied psychological research that investigated sound levels in urban areas – i.e. people living in suburbs are in general more dissatisfied with noise from neighbours than others – to further strengthen the algorithm.
Via agency Åkestam Holst in Stockholm.
This idea cleverly highlights the breadth and quality of audio equipment on offer at Pause – from a pair of $150 headphones right up to its flagship $691,000 Meridian speaker.
There’s a smart insight here: that an audiophile’s biggest problem can often be complaints from the neighbours as they blast out their music. And this could be particularly bad in Stockholm, which is the most densely populated area in the country. This campaign helps to solve that issue whilst sending out the right messages – that the store is the go-to place in the city for quality audio equipment, and custom advice on speakers.
This also builds on the success of past PR-worthy campaigns, most notably the CataCoffins equipped with speakers, which let people listen to music when six-feet-under. This current campaign hasn’t got the shock-factor of the last one, but it should help to increase the exposure of the retailer and solidify it as a creative purveyor of quality audio.
But could the reach of this utility be extended to include all home owners or renters, not just those currently house-hunting? Pause went to great lengths to create an advanced algorithm, so surely this could have been used by anyone considering a new sound system? People could fill out a form detailing the size, location, material etc of their home, and Pause could offer up suggestions for the perfect speakers for their property? (i.e. even if it’s not on the market). This extension could have dramatically increased the number of people using the Equaliser.
This is the latest in a series of midemblog posts from Contagious Feed, a database of the most creative and effective marketing campaigns around. Contagious – a midem content partner – guides and advises brands and their agencies on competitor activity and future opportunities. More information here; and be sure to sign up for the Contagious newsletter here!
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