To celebrate the launch of their new ZIPP 360° speaker, Libratone has collaborated with British drum and bass duo, Sigma on a brand new track and the world’s first music video shot entirely by fans.
The creative agency (Antidote) and Thirty Two Music (www.thirtytwo.tv) who were music supervisors on the project helped negotiate the brand partnership with Globe on the agency's behalf.
The new track, ‘Nightingale’ is inspired by the Hans Christian Andersen fairy tale of the same name and brings to life the immersive sound experience of Libratone’s ZIPP speaker. Sigma, best known for their collaborations with artists like Paloma Faith and Rita Ora, took a break from tradition and decided to let their fans take centre stage and star in the video for their latest hit.
To spread the word about this opportunity to be featured in the new interactive video, Sigma tweeted to their fans, asking for real-life stories about all of the crazy and beautiful things that happen to them while listening to music.
Within hours of posting the tweet, the campaign received hundreds of requests to take part. From skinny-dipping in a frozen lake in Sweden to covering a house in tinfoil, the creative and off-the-wall ideas continued to pour in. The end result was a true 360° interactive music video starring fans, shot from the point of view of the ZIPP speaker.
“We wanted to create a track that really reflected the 360 degree experience you get from the ZIPP speaker so we had to bring in lots of different organic sounds to do this,” said Sigma band member, Cam Edwards. “Obviously there’s the breaks and beats we’re known for but the hook is a piano melody that feels more ‘housey’ than our usual stuff. When layered with the soulful vocal on top, it all came together and we think the result is something people will like.”
Joe Lenzie, the other half of the Sigma duo added, “After a banging 2015, we really hope our fans will be excited to hear this new track. It’s a bit of a departure from our usual style but still has loads of bass. Our next big challenge is to bring drum and bass to music lovers across the world. Our style is relaxed and upbeat and we can’t wait for our fans to hear Nightingale.”
Sigma will continue to support the campaign on social media.
The aim of the campaign was designed to drive as much traffic as possible to Libratone’s site to view the 360° video and where people can buy the ZIPP speaker at the centre of it all.
The ZIPP speaker is a revolution in speaker technology. Its 360° capability and wireless and Bluetooth connectivity allows high quality sound to truly take center stage in any room of the home. The speakers are portable and can be customized using a variety of different-colored, mesh fabric covers.
Simon Peschcke-Køedt, Global Marketing Director for Libratone says “Sigma were the obvious partner to help launch the ZIPP speaker. In creating a world-first 360 degree music video for Nightingale, we feel that it perfectly sums up the ZIPP’s ability to liberate music; projecting sounds into every corner of a room and putting Libratone at the heart of the home.”
The track was released alongisde the digital marketing campaign, and received over half a million streams in 2 weeks, purely from the Libratone campaign support!
You can watch the video HERE. (for the best experience, watch it on your phone!)
The video made it to #1 on the 360 degree video trending chart on YouTube 4 weeks after it went live (29th Feb 2016)