OVERVIEW
Proving ‘Nothing Feels Like Sonos’ with the launch of new spatial audio speaker, Sonos Era 300. Composed and mixed by Grammy, Emmy and ARIA award-winning mixer, songwriter and record producer, Eric J Dubowsky, “Frisson Trigger” is an original composition and music experience informed by the psychophysiological phenomenon of ‘frisson’. Frisson is a response to music that induces a physical sensation, such as chills, goosebumps, an elevated heart rate and pupil dilation. Multiple studies have shown a correlation between certain qualities of music and frisson. “Frisson Trigger” is loaded with sounds scientifically-proven to elicit frisson and is mixed using Eric’s signature innovative spatial audio techniques.

RESULTS
9.9m total reach
98 influencer posts
Campaign elevated to global PR platform

AWARDS
B&T Awards 2023 - Best Radio/Audio Campaign
Best Ads On TV - Best Interactive Ad
Campaign Experience Awards 2024 - Best Activation at a Music Event (Highly Commended)
Campaign Experience Awards 2024 - The Game Changer (Finalist)

CHALLENGE

Sonos tasked Amplify to create a campaign that would sustain cultural conversation around Era 300, the brand’s newly launched spatial audio speaker. The campaign had to celebrate the emotive power of sound, reinforce the brand’s credibility in music and reignite its innovation narrative, “Nothing feels like Sonos”.

INSIGHT

Sometimes, a piece of music connects so deeply that we feel a physical sensation, a “frisson”. Frisson, also known as aesthetic chills, is a psychophysiological response to music that induces a pleasurable state resulting in skin tingling or chills, goosebumps, an elevated heart rate and pupil dilation.

What if we combined art, science and Sonos hardware to take spatial audio technology to the next level with a track engineered to cause frisson?

IDEA

Composed and mixed by Grammy-winning producer and spatial audio expert, Eric J Dubowsky in collaboration with academic experts, “Frisson Trigger” is loaded with sounds scientifically-proven to induce frisson.

The story was shared through the release of the track, online content and a media and influencer event that included a purpose-built listening space featuring the ultimate, immersive Sonos spatial audio setup.