CHALLENGE

Create awareness for MDR Extra Bass Sport Product Line and create relevance to individuals attempting to burn off excess calories.

Seed

Research has shown that people who listen to music while training or during warm-ups, display higher heart rates and increased muscle power, when compared to those who train without.

Idea

Calorie Melting Music

Execution

MDR Extra Bass offered joggers product discounts based on BMI results.

Higher the BMI, bigger the discount!

Results

Over 300,000 visibility contacts

Almost 15,000 tryouts

80% growth in average monthly sales in selected trade outlets

The average number of MDR Extra Bass Sport headphones sold at a trade outlet rose from 200 to 360 during the campaign.