NOBLE-THE SOUND OF ARCHITECTURE
Objective / Brief
Noble held the event represent core value of Noble brand of passion, timeless design and prime location, by selecting iconic condo and house range to participate the event. (Noble Ploenchit, Noble BE33, Noble BE19, Noble Around 33, Noble Gable) By not promoting based on special offers, Noble wants to portray distinctive image of the brand to consumers, also must drive sales.
From the idea that architecture and music share the same fundamental, we defy how property projects have traditionally been showcased. The sound of Architecture is the campaign designed to let consumers sense Noble’s difference in architectural details through listening. Collaborated with a sound designer, we decode the architectural structures of Noble’s 5 projects in distinct sounds that represented the unique essence of each development.
The launched video received over 3 million views within 1 week. The Campaign earned over 15 million impressions in total. The Sound of Architecture generated the most pre-register numbers in Noble’s history. But most of all, the campaign drove conversations from consumers around the brand’s core value to define the difference in the details of architecture.