DTS, a Los Angeles-based audio technology provider to over a billion consumer electronics products worldwide, is launching its new brand campaign at the Consumer Electronics Show in Las Vegas this week. The campaign, dubbed “Sound Changes the Way We See,” is designed to excite the brand’s base of b-to-b clients about new products and drive interest among potential new clients at the show.
The core of the experience is the Listen Series, a live interview series moderated by radio presenter, producer and journalist Nic Harcourt. Harcourt will interview big names in music and entertainment about the importance of high-quality sound, the audio industry as a whole and other relevant topics. Some of the guests will be R&B singer Estelle, singer, songwriter and producer Raphael Saadiq, Grammy Award winner Booker T. Jones and sound engineer Geoff Emerick.
As for the interactives, the biggest feature is a four-room, two-story life-sized dollhouse, which showcases the brand’s Play-Fi Live technology. Play-Fi allows users to control a sound system with their mobile devices via wireless signals, and can send different music to different areas of the house, according to the wishes of the user. The Play-Fi house has professional dancers stationed in each of the four rooms, and as attendees step up to the touchscreen controller and select music to send to each room, the dancers will go into action. Elsewhere in the footprint, consumers will experience the HeadphoneX theatre, which shows off DTS’ headphones, which are the first ever to have 3D-style surround sound. The brand is also running a sweepstakes to win a trip to Maui, HI. To enter, attendees just have to make up a poster with a “Listen” theme.
“Without sound, you have no idea what’s going on around you—sound creates your life,” Alan Cohen, vp-marketing at DTS, told Buzz. “That’s what we’re trying to push with this campaign. People are getting that ‘holy shit’ moment.” Agency: Ignited, Los Angeles.