MONSTER - SUPER BOWL LII
For decades, Monster Products was the genius behind Beats — crafting the tech for the world’s favorite headphones. But like the best backup singers going solo, they were ready for their big stage moment. Teaming up with NBC Sports, they hit the Super Bowl spotlight with a historic mic drop: the first Super Bowl ad blitz by a TV network.
Spotlight stolen. Game changed.
Results:
The spot achieved a TV conversion rate of 2.54% to the Monster Website which (for context) is 3X Higher than Super Bowl LII conversion norms (0.14%) and 6X higher than the Electronic Category conversion norms (.07%). Source: iSpot.tv conversion analytics for TV ads.
Nearly 40% of respondents correctly identified Monster as the Headphone/Ear Bud Super Bowl Advertiser, +104% lift vs pre-survey. The spot ranked #1 in recall vs headphone/earbud competitors, beating out Apple (26%) and Beats by Dre (23%). Source: NBC Sports Game Changers Panel
The ad achieved +25% higher Brand Memorability, +114% higher Message Memorability and +25% higher Likeability than the Broadcast Audio Category Norm. Source: Nielsen TV Brand Effect
CASE STUDY:
THE FILM:
Client: Monster Inc.
Agency: NBCUniversal
Sr. Creative Director: Roye Segal
Copywriters: Lauren Donahoe & Ken Syme
Producer: Liz Gaffney
Production Company: Smuggler
Director: Bjorn Ruhmann
Producer: Rob Stark
DP: Mike Gioulakis
Editor: Jeffrey Doe
Sound Design/Mix: Sound Tree
VFX + Color: The Mill
Music: "Savior" by Iggy Azalea ft Quavo