Advertisement Graphic (1995)
by Sennheiser Corporation

This 1995 advertisement is an interesting example of sales promotion. Sennheiser is giving potential customers an incentive to visit their Sennheiser dealer - a chance to win a Volkswagon Beetle Convertible. Of course, Sennheiser hopes that after they have filled out the entry form, they will take the time to audition and buy a pair of Sennheiser HD414 headphones, which were re-introduced on occasion of Sennheiser's 50th anniversay.

However, unlike a typical sales promotion, Sennheiser is making an effort to strongly associate itself with Volkswagon. Headphones and automobiles are in distinct and separate product categories, so in addition to the contest, the advertisement contrives to associate them visually and descriptively. The HD414 headphones are pictured as being worn by the car, and the slogan proclaims that these two products are "Open-Aire Marvels of German Engineering." They are both "open-aire" because headphones are an open-back type and this model of Beetle is a convertible - shown here with the top down. They are both classics.

The purpose of the image association is to transfer some of the brand characteristics of the car to the Sennheiser product. The Volkwagon Beetle is known for its utility, economy and reliability - traits also held by the HD414 headphones. Presumably, the customers for the Beetle and HD414 should share similar characteristics. Beetle owners tend to be frugal, practical and sometimes non-conformists. The advertisement appeals to this segment of consumers by describing the HD414 as "durable and a great value," but recognizes the mismatch of products by emphasizing the "added comfort and incredible sound" of the HD414s. Really, the only attribute they have in common is that they are both "marvels of german engineering."

The unusual image certainly helps consumers remember the Volkswagon contest, but it is not clear that this advertisement succeeds at the more ambitious goal of persuading Beetle owners (and would-be Beetle owners) that they and Sennheiser HD414 headphones are a match made in Heaven. Neither the slogan nor the fanciful graphic are quite enough to overcome the fact that these products are not similar and that the comparison is strained. Nevertheless, the two corporate giants have been involved in several projects together since, and so, the advertisement heralds a new partnership.

Commentary c. 2000, HeadWize.
Graphic c. 1995, Sennheiser Corporation.