Event Awards 2017: Disruptive Campaign

Event looks at why Amplify's innovative Listen Better activation for Sonos won the Disruptive Campaign prize at this year's Event Awards.

Event Awards 2017: Disruptive Campaign


Sonos - Listen Better


There have been amnesties aplenty in London, but the winner of this year’s Disruptive Campaign award pulled off a first, with a speaker amnesty in one of the world's biggest cities.

Sonos and Amplify took to the streets outside King’s Cross Station and encouraged the capital’s residents and commuters to donate their unwanted speakers as part of a "Listening fails" amnesty.

The new Sonos PLAY:1 was given out in exchange to the first 300 consumers to donate their old speakers, as part of the brand’s mission to get people to #ListenBetter.

Artists from local art collective MADE created a unique art installation with all the donated speakers, as a centrepiece for the campaign at King’s Cross. Each speaker was sprayed gloss black and placed in a large cube, surrounded with LED lighting – a towering monolith representing London's collective "listening fails". The installation was estimated to have more than one million eyes on it during its three-day residency outside King's Cross Station.

Creating a stir on social

The campaign had an impressive life across social media, with more than 482,000 organic impressions, and over one million across owned and paid media.

Additionally, Amplify used Instagram Stories on Sonos' account to deepen the experience and give more fans access to the amnesty. This saw a nearly sixfold increase in engagement in comparison to Sonos' regular Instagram posts.

Highly commended: #USAtheNorwegianWay - MKTG

#USAtheNorwegianWay combined new technologies and immersive theatre to convey the excitement of a US holiday adventure in Westfield Stratford. Shoppers were transported out of the mall environment and became Norwegian Air customers experiencing the trip of a lifetime in an instant. Within minutes, they were in New York, Los Angeles and Miami, with DJs, film directors, bellhops and cabin crews all building a story that was tangible, unexpected, and immersed in the Norwegian way.

MKTG created the experience to highlight Norwegian’s recent acquisition of the Boeing Dreamliner and its new routes from London to the US, a game-changer for the low-cost carrier.

The agency created a 30-metre section of the Dreamliner fuselage in Westfield London, where guests checked in, met crew, then took seats and strapped in for take-off. Using VR headsets, the "passengers" were immersed in scenes including a Hollywood film-shoot involving a real Porsche, an elevator trip to the top of the Empire State Building in freezing conditions and a Miami pool party for mocktails, music and a dip, while sharing social postcards from the USA.


  • Bolt on the Thames – Virgin Media, Curb
  • Smart Benches, MKTG