Beats by Dre and AKQA wanted to find a new way to target commuters in London, Paris and Berlin and also stand out from their competitors. In response to this we developed the concept of a BeatsGo app. A loyalty scheme that would turn the commute into an advantage for both Beats customers and the brand (giving it an edge over the competition). After registering their Beats and installing the app whenever they travelled on public transport they’d gain points. These would add up until they gained enough points to be able to go to a live music experience, in partnership with Sofar Sounds, exclusive to Beats customers. As well as the app we also came up with an ad showing how through this loyalty scheme Beats would literally be bringing people closer to the music. There was also a print campaign highlighting the advantages of Beats headphones.
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