Sonos saw the coming of Apple Music to their smart speakers as a chance to grow the category exponentially.

But growing the opportunity would take more than promoting the partnership, even with a brand as strong as Apple’s.

Only people who already know Sonos would understand the benefits of Apple Music working with the speakers. What Sonos really needed to do is make people question what they are missing without it.

When you look inside people’s homes these days, you realize we’ve forgotten about the power of music to help us connect with each other. People are spending more time on their phones communicating with the outside world than connecting with each other. And when they do listen to music, it’s most likely via headphones than shared with people we love.

We needed a reason to make people think again about listening to music out loud. Together.

This campaign was driven by a data-driven insight and sought to gather more data to support the idea. The data was the strategy.

Using only off the shelf technology, we went into 30 homes (and three journalists) across eight countries and tracked biometrics though Apple Watches, measured proximity with iBeacons, witnessed interactions through installed motion sensing cameras and built a custom application to collect and transmit all the data in real time.

30,000 listener responses to a detailed questionnaire also revealed insights into music and relationship habits, the data was verified with neuroscientist, musician and best-selling author Dr. Daniel Levitin, PhD.