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Sony MEA

For The Music: Launching the WF-1000XM5 headphones.

Challenge: To launch Sony’s new headphones, we had to cut through the clutter of product launches with an original and fresh idea that would spark anticipation, create buzz, and provoke emotion. We also had to give our target media and influencers adequate time to experience the product's full capabilities and features. With no budgets to pay influencers or media, our comms campaign had to generate earned media for the WF-1000XM5 headphones.

Sony bowling alley 1

Solution: Our three-phase For The Music campaign was inspired by the power of Kando: creating anticipation, then immersive and entertaining experiences, and lastly, wrapping it up as a memorable launch. We created a unique theatrical experience for select media and influencers by harnessing immersive 3D mapping technology at a unique dining venue in Dubai. Throughout, our target media and influencers would be able to experience the WF-1000XM5 headphones. The innovative, on-trend brand experiences we developed for Sony reinforced Sony’s authenticity, Kando and leadership position in the market. 


Results: The launch of the WF-1000XM5 generated tremendous buzz on social and earned media in Arabic and English. The campaign resulted in quality content from UAE’s top traditional media outlets and influencers. The launch event alone generated 221 articles and posts, while the press announcement resulted in 33 – with a total of 254 articles, reviews and social media posts published organically without any paid media/influencers activity.

  • Context
  • PR
  • Consumer Goods
  • UAE
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