Defining the communication strategy for the launch of Flex, Sonos' speaker-rental service

  • Catherine Arpö

For the launch of Flex, Sonos needed to identify the appropriate positioning and messaging to communicate their new speaker-rental service. Together with three other strategists, I spent one week entering the homes and hearts of families and roommates in Amsterdam to understand what would make them subscribe to premium sound. The outcome of this intimate project was an insight and strategy deck and a supporting film communicating the values and beliefs of the people we met. Sonos Flex was launched in The Netherlands in the fall of 2019.