As part of its global Above The Noise campaign, Beats launched their new Studio3 headphones. To establish the product as the best noise cancelling headphones on the market and generate maximum impact, we leveraged the brand’s most significant athlete partnership, at a time when noise would be at an all time high.
With questions raised about Beats product quality in the past, the Studio3 headphones are the brand’s response to this, built to help you rise ‘Above The Noise’. We knew that we had to give the perfect product (& brand) demonstration – this is the best noise cancelling headphone on the market.
Our Fan Intelligence team tracked the conversation around Beats leading assets and saw that the noise around AJ would reach unprecedented levels around his fight with Carlos Takam in Cardiff. With a barrage of comments about AJ’s possible victory, closely followed by questions about Fury, Wilder and others following another emphatic knockout; we identified this as a key time for Beats to reinforce the partnership and promote the unique product features.
Studio3 headphones promise you will “Hear the Music. Not the Noise”. We pushed this to the max as we made the new product an everyday essential for the athlete in the run up to fight. From training to press conferences, weigh-ins and pre-fight moments, we offered AJ an escape from the noise at every step of his journey to the ring in Cardiff, captured through a social content campaign.
Following the exhilarating win, we joined the Champion as we took him ‘literally’ Above The Noise; chartering a private helicopter to fly him back home to London and helping him savour his victory so that, even in a helicopter, all he would hear, would be the music.
The creative was supported by a targeted social media plan, created to amplify the activity and establish share of voice in the run up to and after the event:
Silence the Haters:
In the run up to the fight, we harnessed social listening tools to target the haters, the trolls and the self-pronounced boxing experts online with subtle responses from AJ himself in feeds to their noise.
We created targeted posts communicating key messages about the product benefits, supported by inspiring AJ imagery to reinforce the partnership at the most crucial time.
Amplify the victory.
Following the fight, we created a piece of hero content about the Champion’s return to London. We captured his epic victory lap of Wales and England including his journey over The Principality Stadium before passing over his hometown of Watford and circling London’s skyline, including the OOH IMAX advert spot. This was shared across Beats’ owned platforms, whilst AJ posted to his own channels speaking directly to his own fan base.
As lead broadcaster, Sky Sports had a huge stake in the fight. As such, we negotiated a media partnership with Sky Sports News to interview AJ exclusively as he landed. The interview was broadcast live via the 6 O’clock news segment and then replayed throughout the evening.
The Anthony Joshua #AboveTheNoise campaign resulted in 12% more true engagements than the Anthony Joshua #BEHEARD campaign, reporting total views of 3.1M, a reach of 20M fans and 6.9K mentions between 5th September and October 30th.