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Posted: 27th January 2014By: AdminTags: Standard

Philips - You Need to Hear This - Headphone Lab

Philips approached the We Few team to conceive an experience that appealed to the young urbanites that regularly shop at Boxpark, Shoreditch. The activity had to persuade the target market to reconsider Philips' headphone range as lifestyle products that deliver Philips quality audio in a stylish and on-trend package

Our solution was to draft in local artists, who understand the expressive design trends of the area, and ask them to customise headphones for our consumers live at Boxpark. A budding engraver, trained at Goldsmiths College and currently designing jewellery for a respected, style-conscious brand, an artist specialising in geometric designs and complimentary etching techniques and an experienced screen printer with templated designs in contrasting colours were asked to create bespoke designs as consumers looked on.

The activity was linked to purchase in the Philips "You Need to Hear This" Boxpark store. Additional strategic comms were stationed around the adjoining areas of Spitalfields and Brick Lane. Shoppers who bought a discounted product approached the awaiting artist of their choice. There they were taught the basics of the chosen technique and asked to choose a design for the artist to recreate on the cans of their headphones. The overall experience allowed consumers to co-create with the Philips team in a live environment leading to an instant sales uplift and a longer term brand reappraisal amongst a key target market.