SOUND-ON: THE WATERPROOF PLAYLIST

The portable speaker category in the UAE is ruled by big-name brands with bigger media budgets and flagship stores at all major shopping malls and electronic sites online. Giving their products massive reach and keeping it top-of-mind for customers.

The Sound On R101 is a waterproof speaker. But so are most speakers from well-known brands. So, we decided to launch our speaker with an ‘immersive’ experience unlike any other.

We created The Waterproof Playlist: the world’s first underwater playlist that has been precisely designed to relax pet fish, and to prove the waterproof capabilities of the Sound On R101 portable speaker, we immersed it in a fish tank for everyone to enjoy. This experience was launched on the Sound On website as a homescreen takeover which proviSOUNDded customers with an experiential audio switch that let them toggle between 'human' mode and 'fish' mode.

All 8 songs were specially composed at a frequency between 40Hz – 100Hz which provide a soothing environment for fish. Produced by Sound Professor, Zubin Aroz, from the SAE Institute Dubai, the music arrangement of each track was made to create a perfect harmony for fish.

Within a month of launching the campaign from January 13, 2023 we were able to record +300K unique listeners from data on the Sound On website and YouTube alone. The Waterproof Playlist led to a 193% jump in sales of the Sound On R101 speaker and other Sound On accessories. The brand also featured as "Amazon's Best Choice" as ratings for the speaker started climbing exponentially since its launch.