VisYOUalizer
Denon
Issue 26 | March 2013
Agency
BBDO New York
Creative Team
Chief Creative Officer: David Lubars Senior Creative Director: Cesar Finamori Creative Directors: Adam Reeves/Danilo Boer Art Directors: Danilo Boer/Cesar Finamori Copywriter: Adam Reeves Senior Interactive Producer: David Ross Content Producer: Diane Hill Director of User Experience Design: Jeff Puskar Art Buyer: Betsy Jablow
Production Team
Production Company: Jam3 Creative Director: Adrian Belina Art Director: Cole Sullivan Producer: Media Ridha Developers: Tom Dysinski/Nick Poisson/Sunil John/Mathieu Mence/Aaron Morris Sound Design: Drastic Music
Other Credits
Account Team: Dhane Scotti, Celeste Pulman, Mallory Ramos
Date
September 2012
Background
Denon was competing in a crowded market dominated by Monster Beats by Dr. Dre, who outspent them dramatically.
Behind Denon was a hundred years of the finest sound quality and the new range of headphones was no exception. The product was superb. But the brand was non-existent.
The challenge was to get Denon noticed but without taking the easy option and relying on celebrity endorsement, which is what the other brands all did.
Idea
Denon Headphones don’t just allow you to listen to the music but to feel it. In other words, with Denon you get a richer musical experience.
The Denon VisYOUalizer was designed to bring this thought to life. The visitor to the website uploaded a photo or activated their webcam to see themselves transformed into a living, breathing 3-D music equalizer.
They can share the images with their networks on Facebook or through a unique URL that encourages friends to come to the site to see for themselves.
Versions of the VisYOUalizer were created in a mobile app as well as for a Times Square billboard and an installation that travelled to concerts around the country.
Results
Within the first two months of launch there were:
- Nearly 50,000 visits to the website.
- 70% of visitors were new to the site.
- Over 250,000 page views for the website
- 03:32 was the average time spent on the website
- Over 9,000 app downloads from iTunes and Google Play
- 5 Star rating on the iTunes Store
- Over 3,500 RSVPs for the 1st concert event featuring the VisYOUalizer installation •Featured as FWA Site of the Day and FWA Finalist for Site of the Month
- Included on Google Creative Sandbox
- Featured on Tech Blogs and Magazine/Newspaper write ups
Our Thoughts
I am one of the stats in the Results. I went to the site for the first time. I spent at least four minutes there, playing. I knew nothing about headphones before but if I should be in the market for a set soon, Denon will leap to mind ahead of the only other brand I can remember, Dr Dre.
Funny to think that onlya few years ago, people were asking in all seriousness, “Is it possible to build a brand online?” Here’s the answer. Of course you can.