We just added another piece to the growing suite of work that we do for Sonos. The new Sonos iAd takes its place among the Sonos web site, mobile site, advertising, and countless marketing communications and point-of-sale pieces that Sequence creates for the fast-growing wireless music system company.
Striking the right conceptual chord
The key to creating a rich, compelling advertising experience, for any platform, of course, is to begin with a great story. Fortunately for us, storytelling is one of our strong suits here at Sequence.
But an iAd isn’t just about storytelling. It’s about creating a sensory experience that takes advantage of iOS features. It’s about building what Apple calls a “thematic center of gravity.” It’s about designing gorgeous, high-impact interactive experiences that surprise and delight the viewer. It’s about making it as smooth as silk to use. But, most importantly, it’s about telling your story in the context of the device the ad is running on.
For the Sonos iAd, this final consideration was also our thematic center of gravity. Of the six ideas we presented to the client, the one that focused heavily on the iPhone itself was the clear favorite.
Not only does our concept acknowledge that the people looking at the ad are holding iPhones in their hands, but it simultaneously speaks to the device’s role in accessing all the music they want through the Sonos Controller for iPhone.
The future of mobile advertising?
As one of the few select pioneers designing for Apple’s new platform, we’ve learned a lot. We’ll be watching closely (along with everyone else) as the platform evolves and competition in immersive mobile advertising heats up.