BANG & OLUFSEN | Audio Annual Report | 2010
Turning an Annual Report into an Opera / Bang & Olufsen "Audio Annual Report"
Turning an annual report into music. Have you ever thought of that? I hadn't. But Bang & Olufsen and Serviceplan did it.
The problem
Bang & Olufsen is a Danish audio brand with more than 80 years of history. In 2009, as part of a major innovation push featuring new products, the company faced the challenge of delivering its 2008/09 annual report in a way that itself embodied "being forward-thinking." It was addressed only to select shareholders and customers.
The insight
For a brand that sells sound, having people read a financial report only on paper just felt wrong. If the goal was to let people experience the brand's core of quality, innovation, and design, then the way the report was delivered should be sound itself.
The idea
They created the world's first audio annual report. A renowned opera ensemble interpreted the key points of the report and turned them into a single piece of music made up of arias, an overture, and chorales. The premium edition followed the design of the BeoSound 9000, while the basic edition came in a metal CD case. Both included a PDF of the full report, making it a double gift you could both listen to and read.
What happened
The response rate was 37% for the premium edition and 24% for the basic edition. The CCO was Alex Schill, and the CDs were Christoph Everke, Tim Strathus, and Matthias Mittermüller.
Afterthought
Just by "listening" to an annual report, you can tell what a brand cares about. Not many companies turn an obligation to shareholders into the best kind of gift.
Awards
- Cannes Lions Gold 2010
Featured in
- When the Paperwork Was the Whole IdeaFrom earnings reports to grocery receipts, 5 ads built around fixed formats
