THE BRIEF: Showcase new headphones developed for consumers and link with professional studio heritage.
HOW WE DID IT: Audio-Technica is the best selling headphone brand in Japan. Their landmark turntables and cartridges have been around since 1962. Their legendary mics, headphones and guitar packs power the Grammys, the Olympics and Obama even uses an Audio-Technica mic during speeches.
We created press releases and communications which demonstrated the link between artists in the studio and how it helped create headphones such as the award-winning M50x and MSR7 headphone range. In a competitive market where fashion is promoted over sound quality, we knew that the link to artists and their music was key to explaining why Audio-Technica headphones were among the best in the world.
We took media to concerts such as an exclusive Islington sound check with the Foo Fighters (AKA Holy Sh*ts), went backstage at Royal Blood Brixton with The Sunday Times, chatted with Rolling Stone at Reading Festival and enjoyed annual country music festival C2C at the O2 with Wired. We also ensured that we captured the live images on this page for social media and wider media coverage too...
By showing media that these artists used Audio-Technica equipment, they could see that Audio-Technica had a history and reputation that many new headphone brands could only dream of. The sonic path from studio mics to consumer headphones should be flawless and once mainstream media sampled Audio-Technica headphones, awards, 5 star reviews and glowing comments were in plentiful supply. With music, it's hard to go back to a smaller sound once you've heard what the artist wants you to hear - we knew that already but needed the trust of our media relations to get a chance to demonstrate the obvious quality of Audio-Technica products.
Click here to see our media coverage