HARMAN

How brands can stay in touch with their community in pandemic isolation

In the face of the COVID-19 epidemic, millions of people were forced to isolate. But how to connect while #SocialDistancing? The insight (backed by research) that music has a positive impact on stress and happiness gave us a strong message of relief in line with HARMAN’s mission to help people get the most out of each moment they spend listening: The Power of Music.

HARMAN really had a strong story to tell. To do so, our campaign broke down the power of music topic into a variety of inspirational stories, e.g. in form of immersive audio content, across different channels catering to the individual stakeholder needs.

As centrepiece, we introduced the Audio Talks podcast. Hosted by music journalist, Oisin Lunny, it engages listeners through chats with audio experts and legends of the music industry on the importance of music and how it can transform people’s lives.

Additional activations included blog posts and media features, a ‘How to Listen’ guide, an Art of Listening documentary and special microsite, consumer research and activation of the topic for HARMAN employees amongst others.

By measuring reach, engagement, and key message penetration we received the confirmation that our content helped to raise HARMAN’s reputation as one of the world’s leading audio companies and also emphasized HARMAN’s commitment to the well-being of its employees and communities.

“Finalist at the European Excellence Awards 2020 in the category stakeholders communications in the context of COVID-19.”