Audio-Technica LAB M50x Global Campaign

ROLE
Creative Concept, Brand Design, Web UX/UI Design, Web Build/Development, Campaign Planning, Content Creation
DELIVERABLE
Video and Social Assets, Landing Page, Online Experience for LAB M50x
DATE
Jan 2024

monopo Tokyo produced a new Global Campaign for Audio-Technica allowing fans to create their own colour-way for the iconic ATH-M50x headphone.
The M50x is Audio-Technica's best selling product and especially popular with artists, musicians and content creators all over the world. In 2020 an annual campaign launched allowing fans to vote for their favourite colour-way with the winning design being released as a LTD edition later that year. For 2024, they wanted to give customers the opportunity to create their own design and LAB M50x was born.

CLIENT BRIEF

  • Audio-Techinca have been releasing a limited edition colour-way of the M50x since 2012 which have become popular collectors items amongst fans. In 2020 they launched a campaign giving customers a chance to vote for their favourite colour-way with the winning design being released later that year. The campaigns were very successfully initially, but engagement slowed down over time

  • For the 2024 campaign Audio-Technica wanted to try a different approach and give customers the opportunity to create their own design and briefed monopo to consider some ideas of how this could be achieved

OUR PROPOSAL

  • monopo presented a concept to build a brand around the customisation experience, and create a virtual environment for the headphone to be designed by the user

  • Our design enabled fans to create their own design within a playful, dynamic UI choosing between a range of colours and finishes. Once their design was complete, they could name it and place it onto a unique background for sharing on social media

  • Once the design phase of the campaign closed, a shortlist of 3 x designs were chosen by 3 x panelists from the Audio-Technica community, and put to a public vote on social media to select the winner

  • The winning design will go on sale as a limited edition product in September 2024

Campaign Planning

ONLINE EXPERIENCE (LAB M50x)

We concepted, designed and built an interactive online experience with its own unique brand identity which allowed users to create their own version of the M50x product in a dynamic and playful way. 14,560 designs were created during the two week design period, with 7211 votes across social media to decide the winner.

Creative Concept, Brand Design,Content Creation

LAUNCH VIDEO & SOCIAL ASSETS

We created a motion graphic video for social media which explained the mechanics of the campaign, and encouraged users to head to the LAB and create their own design. We also created a series of design templates for social media to allow Audio-Technica to promote the campaign in multiple languages across their social media accounts.

Web UX/UI Design, Web Build/Development

LANDING PAGE

We designed and built a 3-phased Landing Page to act as the HQ for the campaign. Users could find all information about the project as the campaign developed, and learn about the history of the M50x product.

CREDITS

CLIENT
Audio-Technica
ROLE
Creative Concept, Brand Design, Web UX/UI Design, Web Build/Development, Campaign Planning, Content Creation
THE TEAM

Creative Director
Adam Dawsonmonopo Tokyo

Art Director
Tran Minh Villageoismonopo Tokyo

Producer
Launa Blowermonopo Tokyo

Technical Director
Ryo Miyakawamonopo Tokyo

Front-end Developer
Tatsuhisa Ishikawa

Back-end Developer
Shun Okadamonopo Tokyo

Motion Graphics
Christophe Davids

Music
Raven Bush

Graphic Design
Claire Chenmonopo Tokyo

MONOPO TOKYO MEMBERS
ON THIS PROJECT