Titled 'The Pursuit of Perfect Sound', the campaign is said to have cost the company US$200,000.
"The objective of the campaign was to highlight how music is driving people's personal and professional tastes," the company said in a press statement.
The campaign kicks off with a series of videos on people striving for sound perfection, showcasing award-wining DJs, a successful rock band, aspiringYouTube singers and passionate sports enthusiasts.
The regional campaign is supported by an integrated marketing programme involving online and social media; public relations; direct mailer; sales promotions and search activities for Sound Heroes in the region. The campaign finale will be a specially programmed closed-door dance celebration event at Zouk Singapore to be held in November.
"Through our Sound Heroes, we can speak genuinely and credibly about how Sennheiser makes a difference,” said Ng Chee Soon, president & managing director, Sennheiser Asia.
But in another first, the company has appointed its first regional agency, Singapore-based ed&c, an integrated communications company with offices in Singapore and Malaysia.
Typically, the company doesn't hire an agency of record, instead it usually appoints local agencies for each country, says Mervin Wang, head of marketing. However, the company decided to make a departure in the wake of its 20th anniversary in the region.
Sennheiser Asia oversees the company's operations across the entire Asian market with distributors in South Korea, Thailand, Sri Lanka, Bangladesh, Pakistan, Nepal, Philippines, Brunei, Malaysia, Indonesia, Vietnam, Cambodia and the islands of Maldives and Mauritius.
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