Oda Audio: Turn it down.
Oda Audio, 2023
A consumer technology job. We did the launch, content and performance media.
The brief.
Oda’s first speaker sounds best quietly. It was built for people in flats, with neighbours on the other side of the wall.
Every other speaker launch is about how loud it goes. Oda had a smaller budget than any of them.
The idea
Launch it at a whisper.
Quiet films, very small type, and ads that only ran after ten at night, when the neighbours are asleep and people are actually listening. We didn’t try to be louder than the category. We were the only quiet thing in it.
How it was made.
Small print
Posters with type so small people crossed the road to read them. The headline was the size of a footnote.
After ten
Social and search scheduled between 22:00 and 01:00, in the cities with the most flats per street.
The quiet review
Review units went out with one rule: test it with someone asleep in the next room.
What it moved.
Sold out in 9 weeks
The first production run. Because the ads met people at the hour the product was for.
Was £38Now £25
Cost per sale. Because late-night media was cheap and the audience was home.
3,800 on the waiting list
Because sold out was the second campaign.
Made by
Priya Raman (strategy), Ines Carvalho and Adaeze Okafor (creative), Kwame Mensah (content), Jonas Lindqvist and Søren Holm (performance).
Results are for the period stated, against the client’s own figures from the year before. Full numbers are shared in person.
project