© CHERRIES SRL. ALL RIGHTS RESERVED. - P.IVA 03405870126 - PRIVACY POLICY [EN] | COOKIE POLICY [EN]
Wouldn’t it be wonderful to find yourself at the center of the most magical night of the year? Becoming Santa Claus, running on the sleigh, delivering gifts, and living a fantastic adventure firsthand? At Cherries, our agency in Varese, we made all of this possible through an unconventional marketing strategy, creating a truly spectacular Christmas gift for our clients: a miraculous story, a binaural recording technique created together with Eccetera Produzioni Audio that allowed us to create customized red headphones, like us.
For each audience, from Top Clients to Prospects, we studied a differentiated path to bring all users to a landing page created ad hoc, where they listened to an audio track created for the occasion. An action of unconventional marketing to live a Christmas incredibly, fantastically, wonderfully felt. And unconventional, of course.
CLIENT: Cherries Comunicazione
WORK: Christmas Gift
WHAT: Brand Activation / Unconventional Marketing
Unconventional marketing is an alternative way of communicating that leverages people’s creativity and emotions. Christmas is a fundamental opportunity to stand out, show closeness to your customers, and do something special, even (and especially!) for communication and creative agencies like Cherries. Every year we try to outdo ourselves, and in 2021, we wanted to give a memorable experience, as well as a beautiful and useful object: a Christmas story written and recorded by us with a three-dimensional technique, the so-called binaural technique, to experience firsthand the magic of the most magical night of the year. A creative, unique, and unconventional corporate gift in one of the moments when we are bombarded with marketing campaigns of any kind, but which always and only have the goal of selling (enjoy!).
On the occasion of Christmas 2021, we wanted to transform our classic corporate gift into an opportunity to strengthen the agency’s visibility through a creative and original direct activity. For each target identified (Top Clients, Prospects, and fan base), we devised a different path and a different channel to access the gift: a Christmas story recorded with the binaural technique on a landing page on our website.
From customized headphones for Top clients to newsletters and social media for the fan base, each target was able to experience the magic of Christmas from the place of honor, that of Santa Claus, thanks to a creative multichannel project, both for the recording technique and for the unconventional marketing tools used.
Designing engaging audio products is one of the most stimulating, creative, and fun challenges of communication. In this case, unconventional marketing allowed us to combine all our experience in storytelling with the most advanced and surprising recording techniques such as binaural, a three-dimensional sound recording method that expresses its maximum in headphone listening.
Binaural recording reproduces the listener’s acoustic perceptions as faithfully as possible when moving in an environment, maintaining their 360 ° spherical directional characteristics. To achieve this effect, it is necessary to simulate what happens in our brain, namely the separation of sounds between the right and left cortex. The result is a real sound immersion in a situation experienced firsthand by the protagonist of the story: Santa Claus, in his night, the most magical of the year.
The branding of a communication agency is a rather delicate topic: we usually talk about ourselves through the work we do for our clients, through our creativity, and through our ability to come up with winning communication strategies (even unconventional ones) using the best and most appropriate tools. However, when the clients are ourselves, things get complicated. This direct activity, born from a very simple brief like the agency’s Christmas gift, has therefore proven to be a happy way to strengthen our identity and make ourselves known, setting us apart from all other creative and communication agencies. A pure and spontaneous way to do branding.
Numbers are important, even when it comes to emotions. We devised our Christmas campaign using unconventional marketing tools, and with 4 minutes of audio storytelling, 1 landing page, 100 headphones given as gifts, 400 emails sent, and 1 social media post, we made 500 hearts and 1000 ears happy. This is what happens when the idea is strong and winning because it allows different skills to come together and brings talents together to achieve a common goal: to create something unique and memorable.
Are you looking for an agency to develop an unconventional marketing campaign? Write to us or come and visit us, we are in Varese, in Piazza Monte Grappa 12.