From 26 March the song, ‘Little Boxes’ by Sniffy Dog featuring Adrienne Stiefel – which is the title track from O2’s current TV and radio campaign – will be broadcast to the public via so-called ‘sound showers’ and ‘surface speakers’.
The sound showers will be located outside certain stores, as well as in shopping centres and bus shelters. An O2-branded circular vinyl will invite passersby to stand on it and listen to the soundtrack to the TV ad as they watch it on a screen above.
Curb’s surface speakers will be used to turn shop windows into giant loudspeakers, giving shoppers the opportunity to listen to ‘Little Boxes’ as they pass by stores.
It’s the first major project from the agency’s new multisensory division.
O2’s new campaign launched earlier month. It aims to steer the focus of the brand away from mobile phone tariffs and toward helping customers connect with the things they love; from money and tickets, to shopping and communities.
Anthony Ganjou, founder and chief executive of Curb, said: "We’re really excited to be working with a brand as forward thinking as O2, particularly as it gives us a chance to showcase audio elements from our multisensory division."
Prask Sutton, head of Curb’s multisensory division, added: "Ever since the launch of our multisensory division in 2011, we’ve been encouraged by the response received from the ‘out of home’ and experiential sectors. More than ever, brands and agencies are branching out and seeking to employ non-visual communications to amplify their traditional media efforts. Together with O2, we’re showing how effective these technologies and methodologies can be."
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