The Beats Solo 2 headphone would undergo a face lift like the New Studio and launch with a campaign to highlight the design and sound features of the headphone. As the Solo 2 headphone would reach a younger consumers at its price point, pop-music star Ed Sheeran would debut his new single "Don't" in the commercial.
To generate buzz around the new headphone weeks before the retail launch, a pre-order on mass retailers' ecommerce platforms would allow consumers to purchase early. The creative campaign would highlight the product design and begin to speak to the aesthetic design as well as the sound and engineering behind the headphone.
By diving into the insights of how Sheeran would write his award winning song "Don't", the commercial explained how the music artist would tap into his emotion and the romantic turmoil in his life to create music. This would embody the campaign slogan, "Designed for Sound, Tuned for Emotion." Multiple cuts of the commercial would launch on broadcast TV, digitally, multi channel networks, and on social media as press and gossip around the controversy of the song would naturally tie back to Beats and the headphone.
Following the launch, Sheeran & President of Beats Luke Wood would host a Sound Symposium where sound and music experts would talk about the scince of sound and what artists hope to convey in the art of making music to further explain the "Designed of Sound, Tuned for Emotion" Solo 2 campaign. During the Solo 2 campaign, the New Beats Solo 2 would become the #1 selling premium headphone in the world.