nwm by NTT sonority - ACTIVATION EVENT AT MoMA PS1 WARM UP

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nwm by NTT sonority - BRAND CONCEPT & GLOBAL CAMPAIGN

This was nwm's first global campaign, and one of the requests was to hold an event in the United States. When executing a launch event in a new market from scratch, it is typically necessary to engage a large number of influencers and allocate a significant budget for event production and promotion. Furthermore, generating awareness for an unknown product or brand, and securing sufficient PR exposure for the event itself, is often a significant challenge.

However, monopo chose to collaborate with an already influential event in order to raise awareness more effectively.
We wondered where the audience was for the “unmute the world” lifestyle concept we proposed to nwm. The people who cherish their own world, but seek a richer everyday life by connecting with the world. And people whose lifestyle incorporates music as a part of their daily routine, and who have a certain level of interest in audio tech.

After considering various locations in the U.S., we finally decided to collaborate with “MoMA PS1 Warm Up,” an outdoor music festival for young people held at MoMA PS1, an annex and contemporary art department of the Museum of Modern Art in New York.
Warm Up is a popular outdoor dance party event every Saturday from June to September that attracts well-known and emerging artists from Japan and abroad across genres.
We decided that this music event, which attracts highly sensitive young people, was a perfect fit for nwm, and Kuroda, a producer who grew up in New York, took the lead in planning the event.

The collaboration with Warm Up was realized after repeated discussions with MoMA representatives, who strongly sympathized with nwm's concept. We held a two-day nwm launch event during Warm Up.

On the day of the event, booths were set up indoors and outdoors where guests could try out the flagship nwm ONE model and listen to the Warm Up playlist. Guests can enjoy the indoor art exhibition while listening to music, or enjoy conversation with friends outside.
A unique Japanese capsule toy machine (gacha-gacha) was set up in a special booth.Winners received the product, while all other participants were given a gift pack of Japanese snacks.
Although simple, the goal of this project was to raise awareness of the Japanese brand and to have visitors experience “UNMUTE THE WORLD” through the product experience.
The monopo New York team also supported the local production, which was a success with a total of more than 4,500 visitors.

In terms of PR, we took actions that were tied to the “UNMUTE THE WORLD” concept. Our goal was not just to convey the functionality of headphones, but to propose a lifestyle of seamlessly integrating music into daily life that can be realized by using nwm. Therefore, we worked with Gia Kuan Consulting, a New York-based consulting firm with strengths in fashion, culture, and lifestyle, as well as audio and tech.

In conjunction with the MoMA PS1 event, we reached out to influencers such as Wesley Breed (@wesleybreed) fashion & lifestyle creator Kemio , audio-tech reviewer Derrick Gee, which resulted in over 63 organic submissions, as well as coverage in The New Yorker, Hypebeast, Complex, Office Magazine, Architectural Digest and other prominent press. Digest, and other prominent news outlets, as well as music- and technology-focused media outlets such as CNET, Game Rant, Cool Hunting and Sound Guys.

The product received positive reviews regarding the product and the tagline concept from notoriously critical tech writers in major U.S. cultural media outlets such as The New Yorker, which lead to successfully and correctly promoting the brand and product value.