Sennheiser appoints PR partner for Singapore and Indonesia
Audio company Sennheiser has appointed Allison+Partners to handle its public relations duties for the Singapore and Indonesia markets. Sennheiser’s spokesperson said INTERACTIVE-MARKETING that this new appointment is part of its plan to further expand its position in the global market, including in Southeast Asia. The appointment is for one year and will be reviewed annually.
During the appointment, Allison+Partners will provide communications and media relations support in Singapore and Indonesia, with a focus on raising the profile and visibility of the Sennheiser brand, in particular for its Pro Audio, Business Communication and Neumann.Berlin business units.
The nomination follows a pitch held late last year that saw four other agencies vying for the account. Sennheiser’s spokesperson said Allison+Partners was chosen because the agency demonstrated a clear understanding of the case, including its business, challenges and local nuances, providing assurance that the team will be able to perform well in both markets. “The agency has also designed a Singapore-based hub model in which A+P Singapore will lead the overall communications program strategy and content development, a framework that works well with the needs of the brand,” added the spokesperson.
Separately, Sennheiser unveiled its latest Korean pop-themed APAC campaign in February last year. Titled “Headphones that put sound first,” the campaign focused on the signature sound quality of Sennheiser’s headphones and was part of the brand’s efforts to reach young consumers. While the majority of its current consumers are between the ages of 25 and 45, and will remain a hard core for the brand, Sennheiser is also targeting consumers between the ages of 18 and 35 – whom the brand considers to be “forward-thinking and ever-changing”. “. quest for the best. These consumers are what Sennheiser calls “peak performers”.
The three-month campaign also sprinkled iconic landscapes from various countries throughout the ad to appeal to audiences in markets including Singapore, Malaysia, Indonesia, Thailand, Vietnam, Hong Kong, Philippines, Japan, Korea and China. While the original ad is one minute and 45 seconds long, Sennheiser has also produced thumbnail versions of the ad that are 90 seconds, 60 seconds, 45 seconds, 20 seconds and 15 seconds long, and made available on various platforms such as such as Facebook, Instagram, YouTube, Twitter, Weibo, WeChat and Douyin. The ad was created by production agency Moving Bits, digital agency Wavemaker, as well as social media agency RED2.
In an interview then with INTERACTIVE-MARKETING, Asia marketing manager Alex Lim said the ad was Sennheiser’s “first foray” into the K-pop arena and the direction was chosen given the global dominance of K-pop. pop. The brand wanted to take a more emotional lifestyle approach to appeal to everyday consumers rather than just gadget experts. This contrasted with Sennheiser’s previous marketing efforts, which were more focused on demonstrating sound quality and were tactical in nature.
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