Consumer Electronics -Content Strategy, Event Management, Influencer Colabs
“The saundtrak of Sofia” is an award wining, unique campaign developed for Philips. During the campaign, 4 of the most famous content creators in Bulgaria captured the sounds of Sofia’s urban environment and mixed it with amazing beats to create the first exhibition of sound in Bulgaria.
Challenge
While Philips is known for producing body care products, TV sets, and kitchen appliances, it is not widely acknowledged for manufacturing top-notch headphones. The primary obstacle we faced was the absence of effective communication tailored towards this category and a lack of enthusiasm from users towards their headsets.
Solution
In order to demonstrate the product's quality and persuade consumers to trust the brand, we recognized the need to do something more than just showcase the product. Therefore, we chose to initiate conversations about music, art and creativity using a fresh and relatable street language.
We handpicked four of the most popular and well-loved Bulgarian musicians and DJs and assigned them a special task – to create an original soundtrack for the city. Over a span of several months, they embarked on a journey throughout Sofia, capturing the distinct sonic experiences from 40 different districts.
Result
The outcome was truly extraordinary – the country's first-ever audio exhibition titled "The Soundtrack of Sofia". Drawing inspiration from the narratives of the city's streets, the artists skillfully melded authentic street sounds with their own musical compositions. The music tracks ware unveiled at unique pop-up parties around the city.
30% increase in sales of Philips headphones
100 000 downloads of the soundtrack
160 earned media publications worth 250 000 €
More than 5000 visitors of the audio exhibition
More than 10 000 people visited the street parties