Bang & Olufsen (shortened as B&O), the Danish consumer electronics company, has launched a new campaign called ‘See Yourself In Sound’. The campaign aims to allow customers to bring their music taste to life in the form of interactive avatars that uniquely reflect each user’s musical preferences. Let’s delve into the details of this innovative campaign and explore how it brings music to life in a visually captivating way.
Express Your Musical Identity
The campaign features an interactive microsite that allows B&O fans and customers to link their Spotify account or take a short questionnaire to create customized shareable avatars that reflect their unique music taste. As Kamel Ouadi, B&O’s Chief Marketing Officer, puts it, “In a world that is centered around digital interaction, creativity and exploring, it was essential to me, that Bang & Olufsen makes a space where our community can visualize their passion for music, alongside the process of curating, listening and enjoying it.”
Feel the Music
Developed by the Danish creative agency Hello Monday, the experience generates personalized avatars based on users’ listening habits. Bang & Olufsen sought to craft avatars that transcend ‘generic and homogenous’ designs and reflect the brand’s innovative ethos. Hello Monday designed a series of dynamic figures ‘that combine music, dance, and a bit of quirkiness.’
Featuring bright colors, diverse textures, and flowing movements, the avatars come to life and dance to users’ favorite music. The avatars generated by the microsite will accurately reflect the ‘Mood, Energy and Groove’ of each user’s music preferences. As Paul Collins, B&O’s Creative Director, puts it,
“Music isn’t something we just listen to, it’s something we feel. It expresses who we are and who we connect with. The feeling of listening to music that you truly love can transport you to another world, and we wanted to visualize that world with See Yourself in Sound.“
To generate their avatar, users can link their Spotify account or answer questions about their listening preferences. The avatars then start moving and twisting to the rhythms of the user’s favorite songs. “No matter if you’re a pop connoisseur, an obscure genre-surfer or a casual listener, your avatar is sure to surprise,” Bang & Olufsen promises.
An Audio-Visual Experience
The ‘See Yourself in Sound’ campaign provides an innovative way for Bang & Olufsen to connect with music fans and showcase its premium audio equipment. The experience taps into listeners’ identities and gives life to their musical tastes in a dynamic visual form. By linking music and visuals, the campaign creates a multi-sensory experience that allows users to ‘hear every second, cherish every note, then show it off to the world.’
For a brand approaching its 100th anniversary, the ‘See Yourself in Sound’ campaign proves Bang & Olufsen continues to push the boundaries of how we listen, see and interact with music. By crafting an immersive avatar experience, Bang & Olufsen has found an inspiring way to bring music to life for new generations of listeners.
Pushing Creative Boundaries
B&O has always sought to challenge conventions and push creative boundaries through its futuristic designs. The ‘See Yourself In Sound’ campaign is an embodiment of B&O’s brand philosophy. Ouadi says,
“We’ve always been a brand that champions self-expression and identity, creating designs that are ahead of the curve and challenge the norm, allowing our community to enjoy music through something that delights and intrigues the senses.”
Bottomline
Bang & Olufsen’s ‘See Yourself In Sound’ campaign is a high-tech initiative that enables customers to create bespoke, shareable avatars that reflect their musical preferences. The campaign is designed to appeal to Bang & Olufsen’s target audience of music lovers who are looking for a way to express their personality and individuality. By linking to Spotify or answering a few questions, users can see a visual representation of their musical identity and share it with others. For a brand rooted in engineering excellence and timeless, minimalist design, ‘See Yourself In Sound’ showcases Bang & Olufsen’s ability to push the envelope in how we interact with technology and experience music. With this creative, social media-friendly campaign, Bang & Olufsen has staked its place as an audio innovator for the digital age.
