Company: Beats by Dre

Agencies: R/GA Los Angeles, R/GA London, Prettybird, Rock Paper Scissors

Market(s): Global

Timing: 2014

Inspired by the athlete experience, Beats by Dre showed how their Studio Headphones make it possible to rise above distractions and accomplish incredible feats.

BACKGROUND

Beats by Dre looked to extend its purview beyond their original target audience of urban youth to a more middle-American sports enthusiast and player. The brand aimed for exposure and discussion amongst NBA and NFL audiences where culturally, a link with the Beats by Dre brand made sense (ties with hip-hop and premium goods).

THE IDEA

The world’s best athletes use Beats Studio Headphones to block out noise and get in the zone. The campaign linked this with one of the key features of the headphone: Adaptive Noise-Canceling.

The strategy was to turn the Studio from just a headphone into a piece of sports preparation equipment. Beats wanted to make it known that your state of mind is one of the most important pieces of equipment you have at your disposal. When given the space to focus on music, you can rise above distraction and get into the zone to accomplish whatever you desire.

THE PROCESS

The team at Beats collaborated creatively throughout the process. R/GA and Beats co-developed and produced the content and campaign plan. R/GA was responsible for the strategy and creative, and worked with Prettybird (production) and Rock Paper Scissors (editorial).

The team took a family-style approach to the work, convening daily meetings between the agency team and Beats to sharpen execution and perfect details from conception to final delivery. Beats and R/GA both had producers on this project, meaning production management was truly a shared responsibility.

THE RESULTS

The 3 long form spots garnered a combined 10 million views on Youtube. The campaign resulted in a staggering 74 million impressions, which lifted the “STUDIO” and “STUDIO WIRELESS” headphones to #3 and #4 in the best-selling premium headphone category globally. Fans tweeted about Beats every 2 seconds during the NFC Championship and every 3 seconds during the Super Bowl.