But cable and TV prices plummeted. Suddenly you could buy a good HDMI cable on the Internet for five bucks. Luckily, Monster had been manufacturing Beats headphones for Dr. Dre. When Beats headed out on their own, Monster entered the fashion/tech world of high-priced headphones.
That's where I came in. Monster was so committed to push-marketing that they wouldn't spend a penny on consumer messaging. It was a cultural thing. But why would anybody buy these fashion-driven headphones if they couldn't see them?
One day I was roaming around Monster's hella gargantuan warehouse when it hit me: These guys ship hundreds of cables, TV mounts, speakers, screen cleaners, iPad chargers . I'll make a sexy little catalog and insert it in every package!
I needed to say that the headphones sounded great, but if I said that, why would anyone believe it? So I enrolled Monster's PR firm in the project and curated all our quotes from credible sources like The Absolute Sound and Men's Health.
By international law, if your packages go to Canada you must print them in English and French. But that didn't bother me. French quotes are credible and sexy.
Turns out Monster ships something like 1,000,000 products a year in North America alone. That means 1,000,000 customers are taking this catalog into their houses, tossing it on the coffee table and cultivating desire.
1,000,000 customers have this nice little book on their coffee-tables at virtually no cost. This is a happy ending, n'est pas?
Copy/Concept/Creative Direction - Direct
Monster was hugely successful making very expensive cables for home electronics. They had perfected a brilliant kind of selling called push-marketing.
You go into your Best Buy and after much soul-searching buy a $3000 home theater system. The associate then strongly encourages you to buy a $120. HDMI cable because "You need it to get the most out of your awesome new TV." So you buy it. Who wouldn't?