Sonos transforms Christmas gifting into a musical experience.
During the peak of Shanghai’s Christmas shopping season, where retail promotions and discounts flood the market, Sonos set out to offer something more meaningful.
Instead of competing on price, it created an immersive audio experience that would drive foot traffic and bring the brand into people’s homes.
Sonos reimagined a holiday essential—gift wrapping. Shoppers visiting malls across Shanghai were invited to a free gift-wrapping service with a twist. To choose their wrapping paper, they had to visit a Sonos store and experience the power of Sonos speakers firsthand.
Each wrapping paper design was inspired by four of China’s most popular music genres, with illustrations that seamlessly integrated QR codes leading to curated Christmas playlists on QQ Music, the country’s leading streaming platform.
This innovative approach turned unwrapping into an interactive experience, immersing shoppers in the power of Sonos speakers.
By blending physical and digital elements, the campaign attracted shoppers and reinforced Sonos’s commitment to elevating everyday moments through sound.
More than a seasonal activation, it showed how creativity and technology can refresh simple traditions into unforgettable brand experiences.
