Synopsis: In 2018, Apple launched HomePod. A smart-speaker that can re-architect the acoustics of any space to deliver the highest-fidelity sound. Coupled with the intelligence of Siri and Apple Music integration, HomePod takes the home listening experience to a whole new level for anyone who loves and respects music.
Strategy:Â Most smart speaker brands educate about the new possibilities voice intelligence technology is bringing into our homes. But they fail to connect in an emotional way and capture the essence of what listening to music at home feels like. The goal was to create a film that illustrated the sound quality of HomePod while connecting with music lovers. We set out to make an impact in popular culture. Music has an effect in the way we feel in our living environment. A song can carry us away, to a place where we can truly be comfortable with ourselves. Itâs a unique and often forgotten trans
Relevancy: "Welcome Home" is Apple's loud entrance in the smart-speaker market, disrupting a category congested with product video demonstrations, all competing for the attention of music lovers. The film distances HomePod from this trend, using the universal language of music to establish a meaningful relationship with consumers, while communicating the product story. The success of the film continues the brandâs heritage of advertising that impacts and shapes global pop culture.
Outcome:Â Within 24 hours, Welcome Home catapulted HomePod into global pop culture, skyrocketed to #1 Trending on YouTube organically, where it trended for 14 days to become the most watched piece of branded entertainmnet of March 2018 in that platform. The film took the internet by storm, generating more than 900 articles across international mass media, sparking hundreds of thousands of spontaneous reactions on social media. Feeds where splashed with colorful fan art inspired by the most iconic moments in the story. âTil Itâs Over by Anderson .Paak raised to the top of the charts across radio stations and music online channels. Pitchfork named Welcome Home the best music video of March 2018.
Execution: A four minute film. Directed by a legend and Starring FKA twigs. Amazing soundtrack. âWelcome Homeâ demonstrates the immersive listening experience HomePod can deliver in any home. Itâs ultimately a universal tale about the effect sound and music has in our living space, told through movement and dance. The emotional journey of the character is reflected by the colorful transformation of the physical environment, providing an epic feel to a very intimate story.
March 2018
