Repositioning Shure IntelliMix Bar Pro from an audio brand to the infrastructure of modern collaboration. A global DOOH campaign for IT decision-makers, built for some of the world's most demanding media environments.
This engagement was delivered through our CORE™ framework - Consultative, Optimized, Reliable, Enterprise-Grade.
Enterprises put cloud, cybersecurity, ERP, and unified communications spends through rigorous review. Collaboration infrastructure rarely gets the same scrutiny, even though meeting failures can delay decisions and leave distributed teams out of sync.
The Shure IntelliMix Bar Pro was built for this part of the business, but the market still saw it as another audio product. The audience included IT Directors, CIOs, Facilities and AV Managers, Procurement Leads, and Finance stakeholders, each with different priorities and standards of evidence. What they shared was a need for credibility, not feature-heavy claims.
The brief was to change how this group saw the product, in a medium where we had seconds to get the message across and make the business case.
The creative concept centred on a single meeting room where remote and in-person participants looked indistinguishable. There were no split screens or visual metaphors for connectivity. The team simply worked together, wherever they were.
The product was part of the room, rather than the focus of the ad. We let the meeting itself demonstrate what good collaboration looks like when the technology works as it should.
The design followed the same thinking. Shure’s deep purple gave the campaign a consistent backdrop across busy DOOH environments. Rather than rely on fast movement or competing colours to attract attention, the creative used a strong, steady field of purple. Headlines were written to work on their own and remain legible across different screen sizes, formats, and viewing conditions.
The core idea stayed consistent across more than 50 format specifications, from six-second Rail Digital 6-Sheets to a 60-second full-motion placement at Macy’s. Static executions had to carry the message in a single frame, while animated formats allowed more room to bring it to life.
In Times Square, an anamorphic 3D render made the Bar Pro appear to extend beyond the screen into the street. We designed the illusion around the angle pedestrians would approach from. Bryant Park called for a tighter composition suited to slower foot traffic and closer viewing. On bus shelters, the QR code allowed people to scan it at close range.
London brought its own requirements. The work had to meet ASA standards, animations needed flicker testing, and QR codes were prohibited across the Digital Gateway network. Canary Wharf Crossrail was adapted to its wide horizontal screen, while London Bridge Landmark required a static execution in which every element could be understood in a single frame.
The campaign ran across New York, London, Chicago, and San Francisco, with airport placements at JFK, LaGuardia, SFO, and Chicago O’Hare. These locations gave Shure visibility among business travellers outside the usual demands of meetings and inboxes.
Repeated exposure across major commercial and travel locations helped put the campaign in front of its intended audience. And the results supported the creative direction.
Messaging built around Shure IntelliMix Bar Pro’s AI-driven capabilities outperformed functional messaging by 36% in live engagement. Chicago, anchored by airport and transit placements, led all markets. Employees and external audiences also shared the work organically on social media, extending its reach beyond paid placements.
