"What?" Is The Most Expensive Word In Business Today

"What?" Is The Most Expensive Word In Business Today

May. 14, 2020

EPOS builds on the legacy of Sennheiser Communications - the former joint venture between Sennheiser GmbH & Co KG and Demant A/S -  and to mark the new audio brand’s first step to position itself in the enterprise space, they launch with a message that should resonate well with everyone who ever worked in an office; bad audio is bad business.

With a hero video at the core of its new campaign, EPOS dramatizes the importance of the word “What” based on its recent research with global market research firm IPSOS evaluating the cost of mishearing, miscommunication, and repetition due to bad audio in business. Told through familiar situations and pain-points that the viewer can easily recognize – from a conference call gone wrong, to being misunderstood on the other side of the line – the campaign video emphasizes the importance of good audio solutions that ensure flawless intuitive communication and effortless collaboration –  a necessity for companies to succeed in today’s market.

Thomas Hoffmann, Creative Director at &Co. in Copenhagen, says:

“It struck us as strange that businesses spend so much time and resources in trying to optimize the smallest of details. But when it comes to calls and audio, we happily accept presenting important things by shouting into a laptop or letting the client on the other end listen to wind noise that gets picked up by our ear-waxed covered iPhone-headset.” 


More relevant than ever

The campaign marks the start of a big push to position EPOS in the enterprise space. And although everything has been planned for a long time, the timing of the launch comes at a time when many office workers most likely will have experienced audio frustrations daily when working from home.

In the survey conducted by IPSOS and EPOS prior to pandemics and lockdowns, 95% of office workers say that they struggle with concentration in a call as a result of bad audio. When cognitive energy is spent on carefully making out words, it is hard to also process connections and detail. It’s simply tiring for the brain. 

Great ambitions in enterprise

The campaign’s style and media approach are somewhat unorthodox for a company that’s looking to get on the radar of managers, business owners, CIOs, air traffic controllers and office workers. However, with an ambition to take on the enterprise market, EPOS wants to stand out.

Bianca Nesgaard, Vice President of Global Marketing at EPOS, says:

"We are launching a new brand in a very established B2B-market. A market full of rational messages and product feature communication. We wanted to stand out and take a different approach for the launch of EPOS that of course emphasizes our strong knowledge and expertise within the industry but really highlights the understanding of our customers and their pain points. We believe that to be remembered and relevant we have to present our brand and products in an insightful and relatable way, and that is our goal with this campaign.”


And that sentiment is echoed by the agency.

Emil Towity, & Co. media strategist, says:

“Our client already operates an incredibly skilled B2B sales organisation, so what we’re trying to do is make the brand more famous. There seems to be a misconception, in B2B, that comms has to be rational and corporate, so it’s incredibly refreshing to work with a B2B company that sees the value of broad, emotional communication. Great creative work can be just as effective here.

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