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Brief
Sony wanted to launch their new pink headphones in a culturally resonant way, deepening ties with younger audiences, driving authentic engagement, fitting naturally into fan platforms, and preserving Zara Larsson's personal voice. The aim: spark conversation, boost brand relevance, and heighten the product's emotional pull.

Concept
We created the Zara Hotline: turning the launch into a direct line between Zara and her fans. Inspired by her "Zara's Secrets" series (where she answers DMs and shares secrets), the hotline gave fans a reason to call her. It reimagined an analog format for a digital-first world, making the headphones the connection point; a call to engage with Zara directly.

Execution
The hotline was built into the campaign films: Zara, lost in her music, misses a call, leaving the voicemail "Call me back." And so fans did, thousands of times. Callers could ask questions, share secrets, enter a prize draw, learn about the track, or find a hidden Easter egg. A month later, Zara "called back," replying to confessions and questions via her Instagram Stories, turning followers into an active community. The connection was the point, not a byproduct. We amplified it with BTS content, stills, and reactive posts across every touchpoint.

Results
We turned a one-way product drop into a two-way cultural conversation, breaking the boundary between artist and fan to create real human connection
72% lift in brand awareness
84% increase in product search
105% boost in engagement (Sony's most engaging social campaign in its category)
Brand's top-performing Meta study globally for FY25
250M+ views across 30+ countries
10,000 calls to the hotline