We came up with the idea of making the sound system visible. Because if I don’t own this system, I can’t hear the 3-D sound, either! The unmistakable sound was to be depicted with sound waves, thus creating a key visual for the campaign. The principle was to add the new Bang & Olufsen poster in the middle. The posters on the left and right remained the same, but were subsequently seen through waves. The waves, which served to help depict the unmistakable sound of Bang & Olufsen, ran through the entire campaign and thus through all on- and offline measures implemented within the scope of our campaign.

We pasted adjacent 18/1 posters. Along the ad walk at the airport the 3-D sound poster transformed four complete ad screens from other brands into circular waves. On mobile.de, we placed skyscraper ads that overlaid the adjacent areas with circular waves using the new 3-D sound effect. In the field of print media, too, the virtual 3-D sound of Bang & Olufsen emanated from skyscraper ads. These overlaid the entire adjacent editorial section with circular waves.

We reached more than half a million people via video screens, print and online ads, and largescale posters.