Collective London | The digital consumer agency – using human insight to drive digital marketing success

Using behavioural insights to launch a ground-breaking music technology

The Challenge

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 Idea

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.