To demonstrate that Philips is 'obsessed with sound' and claim that you can hear every detail with the brand’s audio products, we created a through-the-line campaign, led by a unique interactive music video.We collaborated with the Grammy Award-winning Metropole Orchestra and recorded a specially composed music piece in 55 separate tracks.Online viewers can experience the music video as a whole, played by the entire orchestra, and are invited to single out each musician to hear every detail.We also launched a music competition. The best upcoming ‘unheard’ musical talent had their track specially rewritten for the orchestra to play, and had it produced by U2 producer Steve Lillywhite.

The experience starts through Facebook, where we released trailers, behind-the-scenes footage and product information. Print, outdoor, launch event at IFA, banners, POS and an exclusive partnership with The Economist, all interact with and compliment the campaign

The design, interaction design and user interface design departments worked together closely to make navigation through the site as intuitive as possible, to find the right balance between beauty and usability, and also present a great amount of musical information in an understandable way.We laid the entire experience within a fine-grained grid of pixels, the smallest possible detail in webdesign, to accentuate the focus of detail. The colour pallet – created by shooting the video through pieces of crystal – comes back throughout the navigation and overall style of the site, giving it a united feel.

Over 600,000 people watched the interactive video. While the piece only lasted 3 minutes, people spent around 4.5 minutes on the site. An amazing 12% of the consumers wanted to know more about Philips’ sound products on Philips.comThe campaign proved to be a big PR success with hundreds of blog posts, Twitter- and Facebook shares, generating publicity among an additional audience of thousands.

The fan base of the Philips Sound Facebook page has increased by a stunning 2,100%. From 10,000 to 210,000 fans.The unique Facebook music competition also sparked huge interest with over 1,400 entries.