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Obsessed with Sound

Philips Lifestyle Entertainment

Issue 23 | May 2012

Background

Philips wanted to take their 2010 “Obsessed with Sound” online presence to a higher level and create an engaging platform that would help increase consideration of Philips as an audio brand by 15% by 2015.

The target audience was sound purists, mostly male and regular readers of specialised audio press and test reviews. They did not mind paying for quality and regarded superior sound to be true to the original: real, pure, natural and clear.

The insight was that for these purists, every tiny detail mattered. The warmth and depth of the music came from the 2nd violinist, the triangle player and the producer.

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