Simaudio designs, manufactures and distributes innovative audio products in many countries through an extensive network of retail partners. The MOON range of products is considered one of the best in its class worldwide and enjoys a solid reputation among audiophiles.
As a means to support the brand’s growth, the brand wanted to introduce the outstanding quality of MOON products to a new clientele in the highly competitive U.S. market.
The offensive was the brand’s first initiative in the U.S. and focused on strategic areas such as Silicon Valley, Los Angeles and upscale New York neighborhoods.
In order to call out this very niche target, ressac conducted a process of research and analysis that allowed us to gather critical information regarding the communication angle that should be adopted. This analysis revealed that the clientele consisted mainly of technology enthusiasts drawn to high-end products.
From this analysis, ressac developed an one-off campaign “Experience the emotion – Enough to make a man cry’’ by creating a comprehensive platform with a focus on the effects of MOON’s unparalleled sound quality. A full screen video featuring a businessman shedding a tear, visibly overwhelmed by his emotions facing the sound quality allowing him to experience the musical ecstasy.
To ensure an immediate call to action, the website directed visitors to retailers who offered a MOON audio room. Always with the aim to offer customers an authentic experience, Simaudio partnered up with Uber to connect the target audience with chosen retailers by offering fast and free rides to music lovers who wish to experience the complete immersion the product offers
We’ve added the following digital offensives to the website :
Pre-roll videos without any mention of the brand where the B&W video, reminiscent of a movie trailer, incites the viewer to click for more info.
Investments targeted by performance on the websites visited by the target audience allow an effective reach to a fragmented audience.
Following our expertise
The campaign results revealed that the communication angle adopted to target a highly exclusive audience in a niche market has been proven extremely effective :
28,343 sessions (visits) in total on the landing page
Cost per visit : $0.70
Cost per click : $2.23 (research) and $0.31 (display)
641 conversions with an average conversion rate of 5.12% (average rate of the luxury goods market is 0.03%)
24 676 sessions on mobiles and tablets and 87% of total sessions
29 874 views of the pre-roll video (view rate of 27.06%) and 4 847 views for video in-display (view rate of 0.61%)
INTEGRATED DIGITAL CAMPAIGN MADE 100% BY RESSAC : STRATEGY, CURATION, PRODUCTION, PROMOTION AND PERFORMANCE MANAGEMENT