Description

Positioning Sennheiser as superior quality by seeding doubt against Bose and Beats By Dre.

BACKGROUND:
Sennheiser is the Mercedes Benz of headphones and mics amongst professionals, but not consumers.

PROBLEM:
Awareness amongst consumers is low to non-existent, which is why market share is in the lower single digits.

SOLUTION:
Create awareness and preference by seeding doubt amongst consumers over the quality of Bose and Beats headphones. We saw that Bose and Beats were making up for their lack of quality by borrowing authority from celebrity athletes and models in their ads, who actually were not qualified to talk about headphones. We called out the BS and signed it off with “Hear The Difference”. The work was executed globally and through-the-line.