The Logitech-owned Ultimate Ears is ready to bring its in-ear monitor (IEM) technology to another pair of wireless earbuds. Available now at a shockingly high price tag, each pair of Ultimate Ears Drops are custom-molded for their owner just like a pair of professional IEMs. This is Ultimate Ears’ second attempt at IEM-inspired earbuds. Previously, the company launched UE Fits, which automatically molded to a wearer’s ears using bright LEDs and light-sensitive plastic. The whole process was like fitting a mouthguard, minus the glass of warm water.
Stone partnered with Ultimate Ears to help bring this new product to life with the campaign Behind the Drop. With the insight that 82% of consumers say they need fashion and luxury brands to assist in expressing their true self; They want to build relationships with the brands they connect with, not just one-way comms we knew that the consumer needed to be treated like VIP. Their confidence being a backstage pass. They walk past the ropes and go behind the scenes where the action is happening. The campaign was to feel like a space that felt direct and immediate, confronting the camera head-on, letting the consumer see glimpses of props and gear to break the scene and deliver a heightened sense of being unscripted and in the moment.
