Using behavioural insights to launch a ground-breaking music technology
Hailed by The Absolute Sound editor Robert Harley as 'The most significant audio technology of my lifetime', MQA (Master Quality Authenticated) is a revolutionary new British music format that for the first time makes hi-res audio streamable and downloadable across devices. Our challenge was to launch this game-changing offering to an audience beyond tech-loving audiophiles.
The human insight
Music = emotion. Rather than get caught up in the technology, we needed to focus on the fact that with MQA you hear more of the detail of your recording, making the act of listening more powerful and emotive. And what’s more emotional than hearing a personal live performance from your favourite artist?
The ‘Take Me There’ concept is beautifully simple and captivating. With MQA you’re transported from the here and now, to the moment of creation. There’s nothing between you and the artist. You’re there. To bring this to life we created two films, a site and event collateral for the consumer launch at CES.
Since working with MQA, the technology has been licensed by labels, music services and hardware manufacturers worldwide. The ‘Take Me There’ campaign is being utilised by brand partners including Tidal’s ‘Tidal Masters’ service.