Speaker amnesty a hit

Sonos, best known for their luxury speaker systems, launched a campaign for their new Sonos One speaker which connects their world-famous audio systems with the latest voice activation technology. Partnering with Amazon’s Alexa, the campaign dubbed the “Dumb Speaker Amnesty” offered people the opportunity to trade in their ‘dumb’ speakers for a new ‘smart’ Sonos One speaker valued at $200 for one day only in Melbourne. This partnership marks a significant branding decision for Sonos moving away from their traditional marketing interaction in the super premium audio space. Other luxury brands have taken this step and integrated new technologies, for example Hermès’s co-branded Apple Watch.

Our take

Power Partnerships were identified as one of The Media Store’s key 2018 trends and we’re seeing marketers recognise the connected leverage of finding a brand buddy to fill a void or as a strategy to keep up with consumers' growing expectations. Historically, luxury brands have strongly storified their brand history, exclusivity, and tradition. This approach is dissipating for some brands as they shift to modernise the conversation with their audience. Ultimately we see traditional rules of marketing and branding being rewritten by the modern consumer who is now demanding more for their luxury investment. We predict the power partnerships trend is one we will keep seeing as heritage brands align with innovative younger brands for renewed energy and innovation credentials.

Ayla Erdogan

What’s The Wrap?

The Wrap is a fortnightly review of the latest trends and technologies from around the globe.

In a constantly evolving marketplace, we identify the best new technologies, campaigns and consumer behaviours and cast The Media Store lens over their practical application and efficacy, to ensure we and our clients remain at the forefront of the news.