The agency has been tasked with developing a campaign to achieve greater brand awareness for the German audio brand, Mac Audio, which will attract both niche audiophiles as well as mainstream consumers. For Earthquake Sound, the agency will create a new campaign communicating the loud 'blast' and 'bang' capabilities of the product, targeted at a younger audience."There is currently very little decent advertising in this category, particularly in Singapore," said AV1 Singapore manager, Goh Kar Houl.
Goh said the objective of both campaigns was the break through the conventional clutter of price ads littering the market, an objective he was confident the agency can deliver.
"For now, we're not trying to be too ambitious," he said. "We're just looking for two very strong branding ideas, for two very different brands."
The shop has also lured two new creative partners, giving it a team of seven. Art director Marcus Huang joins from TBWA Tokyo, where he was part of the team on the acclaimed 'Vertical soccer' campaign for adidas, while copywriter Jeremy Huang joins the agency from M&C Saatchi.
AV1 hands audio accounts to Secret Agency
Local creative shop The Secret Little Agency has been appointed to handle creative duties for two car audio brands under the AV1 Singapore umbrella: Mac Audio and Earthquake Sound.