Sonos launched “Love the Sound. Feel the System”, a new global brand campaign and creative direction for the company. The campaign begins rolling out across the United States and Mexico and is anchored by a major media presence in New York City. “Great sound doesn’t just fill a room. It changes how a home, and the people in it, feel,” says Colleen DeCourcy, Chief Marketing Officer, Sonos. “For the past two decades, what people have loved about Sonos is that it is more than individual speakers; it is a whole home sound system that works together to fill your home with that feeling. People are spending more of their waking hours at home than they used to, and Sonos is often part of that time. We felt it was time to celebrate that.” “When your speakers find each other and start playing in sync, it’s not magic, but it’s not-not magic.”
The campaign’s hero tagline highlights what Sonos owners already know—Sonos crafts speakers that sound technically excellent, and the system as a whole makes the experience unmatched. The campaign also nods to the physical pleasure of the products themselves. You can pick them up, mix and match them, design your home around them, play with the app, and control the sound with a few taps. The work trades the category’s spec-driven, audiophile language for something warmer and broader, moving from selling individual speakers on the shelf to showing what it feels like when a whole system works together. As the campaign puts it, this is a sound system designed to make you feel. Joy in the kitchen, love in the bedroom, awe in the living room. Made by hand, in-house.
The campaign was created by Sonos’s in-house creative team and was built on hand-drawn “dance card” diagrams that work as both a guide to configuring your system and a piece of art you would hang on a wall, along with bold collage, human craft marks, and emotional photography. Every mark is handmade: the dance cards, the type, reflecting the same craft that goes into building the speakers. The campaign brings the same care to how Sonos talks about itself as it brings to what it builds. Where the campaign shows up: The campaign runs across a fully integrated channel mix of out-of-home, streaming audio, podcasts, print, online video, and social. New York anchors the media plan with a significant out-of-home push, including a large subway and transit presence at Westfield World Trade Center and Moynihan Train Hall and Penn Station, painted billboards and wildpostings in Williamsburg, guerrilla wildpostings, street panels, and digital projections across the city.
A system for the way a home feels, Sonos is an audio operating system that helps you create the sound experience for your home. Built on an open platform, it brings together every way people want to listen, so you can play anything, any way you want. Every speaker is built to work better together. Add one and the rest get smarter, filling more of the home with sound that’s tuned to the room it’s actually playing in. Continuous platform enhancements and products designed to work across generations mean the system gets more capable over time. The campaign also introduces two new products, Sonos Ace Ultra and Beam Ultra. Ace Ultra headphones now link into the whole-home system. Beam Ultra is a compact soundbar. Both are introduced as new ways to experience the system rather than as standalone hardware.
For More Information: www.sonos.com
