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Iris and Samsung UK have launched a new digital-audio campaign, ‘Next Best Thing’, to promote the Samsung Galaxy Buds Pro.

The digital campaign aims to dramatize the superior sound quality of the Galaxy Buds Pro by using immersive 360-audio and making listeners feel as if they’re on stage at a long-awaited live music concert.

Samsung UK partnered with up-and-coming pop artist Holly Humberstone to bring the campaign to life with a 360-audio track. In the 30 second audio ad the listener hears Humberstone perform her hit song ‘The Walls Are Way Too Thin’ at a live music gig as the crowd passionately sings along. The 360 immersive audio effect makes the listener feel as if they’re right next to her. As the track finishes the VO reminds the listener “The next best thing to being on stage with Holly Humberstone, is listening with Samsung Galaxy Buds Pro.” Humberstone’s track premiered in Annie Mac’s much-coveted ‘Hottest Record In The World’ slot on BBC Radio 1.