We have recently come across one more case of such ads, which introduce something that is very specific for their target audience and at the same time ads more expertise points to the brand. We are talking about Swedish HiFi retailer Pause Home Entertainment and their home equaliser banners, which help customers look for a new home based on how loud they can listen to the music in there.
How it works?
Pause have teamed up with some architect and sound isolation experts and have created an algorithm, which allowed them to calculate how loud one can listen to the music in the house or apartment until the neighbours start complaining. They have then taken this information and applied it to the home search website. This allowed Pause to introduce a completely new way of looking for home based on the sound loudness listing.
But enough of us describing it, have a look at their case study video to get a real taste of what has been created:
The campaign is quite niche and will not be relevant for everyone, but this is exactly what makes it so great. Pause found a perfect way of targeting their specific audience without a need of spending fortunes on expensive media buys to target just ‘everyone’. Although more costs must have been involved in the background research and the development of the algorithm for the campaign, this is just a cost of added value to show their customers that Pause are the experts in their field. Something for all niche companies to learn from!
Points to know
- Company offered their customers something unseen before, but is really useful if you are loud music lover.
- There has been far more research done as a background to this campaign than just simple brain storming and is all resulted in a unique idea.
- 200 000 French teenagers have been targeted during the campaign.
- While this banner may not be relevant to most of the people, the idea shows that Pause do know their customers well and are looking for ways to target them specifically. Such targeting saves costs of targeting general audience instead in hope to reach few of your ‘real’ customers.