Philips Fidelio brief

1. FIDELIO Creative briefing

3. £70 £700

4. 4 75% prefer Fidelio vs Bose

5. But that was last year’s product

6. We need to convince these guys that our product delivers superior sound

8. Superior to these guys

9. The problemWe have no claimLow awarenessLimited credibility

10. The challengeProve that Fidelio truly delivers an authentic sound experience

11. What we needA big idea that will create:FameFootfallRetail

12. A big idea that will make sense within a broader context…

13. THE IDEA In a recording, every detail matters. Especially when you’re a sound lover. It’s not only about the lead singer, drummer, bass player and the pianist. No, it’s about the depth and warmth that give the song a unique sound. It’s about the 4th violinist, the 5th trumpet and the producer. Those are the people who add the brilliant details to music. Details you only hear with the Philips Sound Range. So let’s honour these people. THE CONCEPT We are going to show our obsession with sound and claim the area ‘hear every detail’ by turning our behind the scene musicians, producers and sound engineers into heroes.

14. http://il.youtube.com/watch?v=VpRmxz93MH4

15. HOW WILL THEY BRING THEIR OBSESSION TO LIFE? OUR ORCHESTA will play music which will be recorded and visualized, including interviews & behind the scenes. Geoff, Steve and Benjamin will work with the orchestra composing, producing and playing respectively. We choose the biggest hits on You Tube (40 million + hits) and bring this to life with the Metropole Orchestra.

16. The musicians will play a serious piece of music that will allow us to showcase the “hear every detail” aspect by extending it with music visualisations

17. There are manyways the musiccanbevisualised.

18. Thank you (again…)