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Audio Annual Report

Issue 16 | September 2010

Agency

Serviceplan Munich Germany

Creative Team

Chief Creative Officer: Alex Schill; Creative Directors: Christophe Everke, Tim Strathus, Matthias Mittermuller; Copywriter: Juliana Hirsing; Art Director: Monika Steiner;

Production Team

Production Company: Just Gmbh; Producer: Christian Geisler; Sound Design: Michael Armann

Other Credits

Account Supervisor: Ralf Hussar

Date

2010

Background

More than 80 years of Danish craftsmanship have turned Bang & Olufsen into an outstanding premium brand for HiFi and TV systems.

The company wanted their annual report to shareholders to reflect the same quality and innovative thinking that goes into all their products.

Idea

The annual report was turned into music. The most important parts were interpreted and sung by a leading opera company in Germany. Facts and figures were turned into arias, overtures and chorales.

A premium edition, a design adapted from the B&O classic BeoSound 9000, was sent to the most important shareholders. The basic edition, an elegant metal CD case, was sent to other shareholders and customers along with a PDF of the complete annual report.

Results

Customers and shareholders were enthusiastic about the idea and the response rate for the premium version was 37%  and 24% for the basic version. Buzz at exhibitions and in B&O shops strongly increased interest for the brand.

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