Sony
Launching the Flagship Headphones - WH-1000XM6 in the Middle East
THE BRIEF
Sony Middle East and Africa set out to launch its flagship WH-1000XM6 headphones through a high-impact campaign that built anticipation, drove hands-on engagement, and secured top-tier coverage.
The goal was to reinforce Sony’s leadership in audio innovation and connect with key regional voices across tech, lifestyle, and culture.
THE DELIVERY
Pre-Launch (Teasing & Seeding):
Built early buzz with 30 select content creators and the media posting teaser content sparking anticipation without revealing the product itself
Launch Event (Media & Influencer Experience):
Delivered a premium hands-on demo experience with app-integrated listening zones for 72 guests in Dubai across media and influencers with immersive performances to explore the product’s features
Secured interviews with Gulf Business, Campaign ME, The Cornea Impression and L’Officiel on ground
Post-Launch (Follow-up & Visibility):
Long-tail coverage across key channels post the event showcasing the product, the usage and the reviews for the product
THE OUTCOME
- 300+ clippings across digital, social, and print
- 210 stories, 27 static posts & reels, 3 online features
- Total circulation: 150,379,502
- AVE: USD 546,015.00