Called "You’re better than this", the campaign comprises nine short ads that capture poor audio experiences common to the streaming generation. A 60-second TV spot weaves together several of the clips.
One of the short spots shows a set of Bluetooth speakers playing music, interrupted every so often by smartphone notification sounds.
Another takes a scene from I Love You, Man, showing Paul Rudd trying to impress his fiancée by playing a song on his laptop.
The global campaign launches on 15 September and mostly comprises digital, but is supported by some TV, print and outdoor activity.
"We’ve seen this gap between the way people feel about music and the way they listen," said Dmitri Siegel, vice president of Sonos’ global brand.
Sonos, which positions itself as a premium connected speaker brand, collected data on how users "compromise" the listening experience with older systems or tinny speakers. "It’s how people share earbuds, or try and impress a girl by listening to a song on laptop speakers," Siegel said.
The campaign is a shift away from Sonos’ earlier communications, which have focused on bringing in audiophiles. In a December interview, chief marketing officer Joy Howard told ±±¾©Èü³µpk10 the brand needed to educate people about the benefits of good sound technology.
"We thought about having a sense of humour and really putting ourselves at the same level as the customer," Siegel said of the new campaign.
Sonos’ success as a brand relies almost entirely on its partnerships. The majority of users stream music through the speakers using services such as Spotify, Apple Music and TuneIn – and that requires collaboration. Sonos signed Apple Music in February and, along with the "You’re better than this" campaign, announced an integration with Amazon’s voice technology, Alexa.
The two are working on an integration for 2017 that means users will be able to control their Sonos speakers using voice commands.
"Seeing the response to Alexa [in the US] and my own experiences with it – it felt like the first time that voice was really here now," Siegel said.
Another major update sees users able to control Sonos speakers not only through the app, but through the Spotify app.
The upshot is that heavy Spotify users do not need to switch between two apps when streaming through their headphones, and coming home to stream through their speakers.
Siegel says similar integrations will likely follow for other partners, such as Pandora in the US.
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