AQD & Audio Intervention
Kicker Performance Audio is a leading brand of audio products designed for the car, home and personal audio markets. Music consumers grew less concerned with sound quality and began choosing quantity over quality as mp3 portable media players gained popularity. Kicker wanted to deliver the message that high-performance sound quality was still available when delivered from portable devices through Kicker products.
Kicker created the concept of Audio Quality Deficiency (AQD); a fictitious malady describing a population of individuals who are unaware that they’re missing out on the full intentions of the musicians and producers who created the music. The obvious cure for AQD is an audio-intervention to replace inferior performing products with Kicker products.
Kicker was developing a separate website (audiointervention.com) to inform and educate their customers about the dangers of AQD. 4D Marketing Strategies was contracted to provide key pieces of content for the site in the form of video shorts to deliver their message in ways that would be entertaining to their audience in the youth market. The videos were also to be distributed via social media networks driving traffic to the site, which had adequate links to Kicker’s main site kicker.com.
This public service announcement was created as the first in the series announcing the potential diagnosis of AQD and that a cure was available. The tongue-in-cheek PSA was followed by a series of videos showing members of an AQD therapy group revealing how they first discovered their debility through audio interventions. View samples of this series of videos below and see the entire series with 30 second preview created to promote the series across the web at this link.
A second season of webisodes feature Dr. Hurtslowe guiding patients through the 5-step AQD recovery process (A.U.D.I.O.) See a preview and full webisode of Step-1 below and view the entire second season with 30 second preview spots at this link.
Step-1 - Admit: Admit that you have an audio problem and humbly ask Kicker to remove your aural burden. Emma needs to take the first step and admit she has Audio Quality Deficiency. Will she take that first step with the help of Dr. Hurtslowe?
The project required expertise and management skills to bring together screenplays, venues and actors to create short entertaining videos intended to draw attention to the fun products KICKER offers. We turned to the people at 4D Marketing Strategies to function as project managers on the conceiving and producing of these short videos. 4D did a tremendous job and delivered a quality product on time.
Kevin Campbell, Director of Marketing Kicker Performance Audio