How do you sell HiFi-equipment in a World that doesn’t listen? You launch a thought-provoking wake-up call on a platform where 85% of users watch videos without sound: Facebook.

HiFi Klubben provides quality products for Hi-Fi enthusiasts, and as a consequence, the brand is perceived as elitist and geeky. To break down mental barriers and open HiFi Klubben to a wider audience, we launched Welcome Listeners – a stunning reminder that in a World where no one listens, listening is a gift. The campaign forged a community of liked-minded people, increased brand consideration and generated 28% avg. organic reach on Facebook.

Analysis shows that a staggering 85% of social media users watch videos without sound. We used this as a hook that succeeded in getting social media users to skip the skip button and engage with our message:

We live in a time where no one listens. But listening is a gift.

In a stunning film, the story is told from an unexpected perspective by a presenter who was born deaf. He takes us through his own soundless world and reminds us of the power of listening. In the end, he invites us all to join a community of like-minded listeners at HiFi Klubben.

The powerful campaign urges us all to open our ears and listen to each other, to the other side of the story and to the World around us.

To open HiFi Klubben to a wider audience, we focused on the key benefit of great sound quality: The extraordinary listening experience. Through research we found that true listening is considered in short supply in key segments. In a busy life and with the clutter and broadcast culture of social media, people are drowning in noise and the art of listening is getting lost.

We decided to look at listening in a new light: It’s more than just the physical act of hearing. It’s an action we consciously take. When we listen, we go beyond simply hearing words. Listening is about depth, empathy, personal development and much more.

By putting a new perspective on listening, we also challenged the idea that quality HiFi equipment is something you buy from our competitors, who are mostly huge department stores or electronics retailers with no regard for the true joy of listening.

The film reminds us of the power of listening and invites us all to join a community of like-minded listeners at HiFi Klubben. This was followed up with a direct flow of educational content and articles about everything from nostalgia in music to quality headphones and speakers. Everyone who pledged to listen on the campaign website was rewarded with a digital voucher for quality hifi products and we held events like “Listening in the dark” where listeners could enjoy concerts in 80 stores in complete darkness.

+58M impressions.

+19M video views.

+39K Social shares.

28% Avg. organic reach on Facebook.

37% Avg. VTR on Youtube.

But more importantly, the campaign succeeded in breaking down barriers and pushed the perception of HiFi Klubben in a positive direction.

Brand perceptionen of HiFi Klubben increased significantly, and the campaign had a positive impact on the following barriers across key segments:

“HiFi Klubben is only for geeks” is down by 21%-56%

“HiFi Klubben feels like a members-only club” is down 18%-23%

“I feel like I have to know a lot about technology to be a customer at HiFi Klubben” is down by 11-32%.

“The brand doesn’t connect with me as a person” is down 19%-40%

Intention to visit also increased with 49% saying they’re “likely” or “very likely” to visit HiFi Klubben as a result of the campaign (benchmark is 27% for tv and 28% for online).