Sennheiser Momentum – something for your ears
The German premium manufacturer SENNHEISER is advertising its new MOMENTUM lifestyle headphones with the slogan “What’s your MOMENTUM?” Interactive Pioneers developed the website and app that form the heart of the global digital campaign.We were given the task of implementing the concept by the Hamburg-based advertising agency Philipp und Keuntje (PUK). It centres on sound stories and aims to get users actively involved by creating and linking their own sounds.
The goal is to present people who “have a mission, who are growing beyond their limits, who are following their inspirations and driving their ideas forward with power (momentum)”, which is how Germany’s biggest advertising trade publication WuV described the campaign.
Get inspired and get involved!
So-called “momentum chains” can be started and expanded on the website with the help of the iOS and Android apps we created to allow videos to be recorded and uploaded, thereby creating a shared sound experience. Other users can rate the video chains and expand them with their own clips.
The most successful chain ideas and video submissions will be entered into a weekly draw for the chance to win MOMENTUM headphones. At the end of the four-month campaign, the overall winners will receive attractive trips to Tokyo, New York and London. All the users who provide momentum to the campaign with their votes will also be entered into prize draws.
The inspiration for some of the sound ideas comes from innovative and well-known international sound artists who are supporting the campaign and showing their momentum on the website, including Nik Nowak with his sound vehicles, Di Mainstone who collects sounds from the structural elements of bridges, among other sources, the legendary beatboxer EKLIPS and the exceptional musician Imogen Heap.
And if all that momentum makes you want to pick up a stylish new pair of headphones, the site offers information regarding dealers and online shops.
The biggest campaign in Sennheiser’s history – and it will be run by Interactive Pioneers
The global marketing campaign for the online offer, which has a seven-figure budget, will launch soon on Spotify and YouTube and elsewhere. The website has been launched in more than 40 countries and has been optimised for all modern end-user devices, from desktops to tablets and smartphones, using HTML5 and is hosted by Amazon Cloud to ensure international scalability.
For those who want a little more detail (warning, technical details): The overall competition logic and other front-end decisions, such as sorting and filtering, are handled by the Amazon back-end. The HTML pages were implemented using AngularJS and SCSS while the apps were developed natively in ObjectiveC and Java. The most unusual thing about the project was the complex build process, in which the thousands of HTML files for the more than 40 languages were created from Handlebars templates fed with YAML files using Grunt. The complexity of the just less than 1,000 releases in the dev, staging and live environments would be impossible without automated builds. A Bamboo server supported the development team with automated builds on the development environment after each GIT commit. It was also possible to standardise the staging and live builds of the several thousand files in just a few hours with a high degree of reliability.
The project also broke all the records from the 15-year history of Interactive Pioneers – the numbers speak for themselves: A 14-person team spread over our Hamburg and Aachen locations, 15 more employees at PUK, >23,000 localisation strings, >900 task tickets in less than two months, simultaneous launch in more than 40 countries.
Thanks to the whole team at PUK for their outstanding cooperation and for choosing us to handle this crazy project. And, of course, thanks to Sennheiser for the trust they placed in us. We are very proud of the positive reaction and have a lot of MOMENTUM.
And now it’s your turn! “What’s your Momentum?” Show us at www.sennheiser-momentum.com