News

VÖOST’s new 3D audio partnership with Mamamia via Starcom

P&G’s effervescent vitamin brand, VÖOST, has launched a new multi-platform 3D audio campaign in partnership with Mamamia via its media agency Starcom.

The ‘Feel Positive VÖOST Vibes’ campaign consists of a content partnership with Mamamia that aims to build VÖOST’s intrinsic brand value by tapping into more emotional drivers.

Using binaural audio technology, a method of recording that creates a 3-D stereo sound sensation that mimics the experience of being in the same room in real life, will allow Mamamia podcast listeners to be immersed in the ‘VÖOST Vibe’.

Based on the insight that people can’t tangibly see the benefits of taking VÖOST, the campaign is designed to infiltrate women’s daily media consumption, leveraging the simplicity of good news to leave audiences feeling positively different.

Campaign activity includes the 3-D binaural audio, a podcast sponsorship and integration via Spotify, reads by Mamamia talent, social media, and online advertising.

VÖOST’s brand and sales director, Samantha Hilleard, said: “We’re excited to be partnering with Starcom and Mamamia to leverage their 3D binaural audio technology for the VÖOST brand. Given our product range offers consumers an experiential form of vitamins, we’re always looking to explore different ways to appeal to the various human senses through our marketing. This was the perfect option for us to bring the ‘fizz’ to life via an auditory channel.”

Starcom’s national head of experience design, Jo Scott, said: “Brands need to continually innovate to keep up with people’s expectations, wants and demands. Starcom is proud to partner with VÖOST and Mamamia to create an experience that disrupts the conventional category codes by using new 3-D audio technology. This idea doesn’t just get people’s attention, it turns VÖOST’s product truth into a unique human experience.”

Caitlin Bailey, head of marketing and partner strategy at Mamamia, said: “After two very tough years, seven million Australian women every month have come to rely on Mamamia as an escape from the overwhelm and negativity overtaking their feeds. In partnering with VÖOST, we are thrilled to be able to create a tangible and timely vibe boost that will genuinely uplift women’s lives.”

The campaign will be rolled out for Mamamia’s newest wellbeing podcast and will run until the end of 2022.

Credits:

Media Agency – Starcom:

Strategy Director – Carmen Campbell

National Head of Experience Design – Jo Scott

Account Director – James Moate

Group Business Director – Angela Garcia

Chief Client Officer – Lisa McMillan

Client – P&G:

Samantha Hilleard – Brand & Sales Marketing Director

Era Christakos – Brand Specialist

Sandra Their – Senior Media Manager

Michael Chen – Senior Digital Manager

Media Partner – Mamamia

Talia Phillips – Strategy Manager

Fran Romano – Sales Manager

Kate Fraser – Sales Manager

Amy Brooker – Sales Manager

Holly Yates – Head of Sales

Rob Farmer – Group Director of Marketing & Partner Solutions

Bel Cook – Head of Audio Sales

Elissa Ratliff – Head of Podcasts

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