Launched in 2025, Ambience is Singapore's first residential-focused acoustic panel brand. Built on the belief that the experience within homes is not only visual, they push the messaging of designing with sound in mind — offering panels that are both design-adapt & sound effective.
Launched in 2025, Ambience is Singapore's first residential-focused acoustic panel brand. Built on the belief that the experience within homes is not only visual, they push the messaging of designing with sound in mind — offering panels that are both design-adapt & sound effective.
CLIENT
YEAR
SERVICE
AMBIENCE
2025
BRAND LAUNCH
[ THE TASK ]
Ambience’s Launch Campaign was a little trickier compared to others, the challenge was two-fold. Acoustic Panels were basically unknown as a residential wall-furnishing option, especially in Singapore. Consumers had more familiar alternatives – Paint, Limewash & Carpentry. This meant that we weren’t really launching a brand, we were almost launching a whole category.
From this, we knew we had to create a compelling, story driven launch campaign with a strong visual portfolio to appear as a credible competitor to the wall-furnishing giants that have had long standing success. People had to see that this was something different and exciting.
Ambience’s Launch Campaign was a little trickier compared to others, the challenge was two-fold. Acoustic Panels were basically unknown as a residential wall-furnishing option, especially in Singapore. Consumers had more familiar alternatives – Paint, Limewash & Carpentry. This meant that we weren’t really launching a brand, we were almost launching a whole category.
From this, we knew we had to create a compelling, story driven launch campaign with a strong visual portfolio to appear as a credible competitor to the wall-furnishing giants that have had long standing success. People had to see that this was something different and exciting.
[ THE STRATEGY ]
The campaign was broken down into the phases, “Tease & Hype”, “Launch” & “Post-Launch”, aiming to bring the audience through a journey of curiosity, anticipation, excitement and affinity.
The campaign was broken down into the phases, “Tease & Hype”, “Launch” & “Post-Launch”, aiming to bring the audience through a journey of curiosity, anticipation, excitement and affinity.
[ TEASE & HYPE PHASE ]
With the centric goal of building curiosity & anticipation, we implemented a few tools – gradually released Hangman Gamification in our captions, a ticking countdown timer, and most importantly, incomplete reels that cut before the panels were shown. Contextually, we also painted a picture of a home-setting, to let the audience know the realms of the brand.
With the centric goal of building curiosity & anticipation, we implemented a few tools – gradually released Hangman Gamification in our captions, a ticking countdown timer, and most importantly, incomplete reels that cut before the panels were shown. Contextually, we also painted a picture of a home-setting, to let the audience know the realms of the brand.
[ LAUNCH PHASE ]
The goal here was to create a big release – of context, information & feeling. This was the completion of all the incomplete reels meshed into one strong video, that communicated Ambience’s why and what. Along with that, was a more grounded interview with Ambience’s team, which educated the audience of the philosophy and goals of the Ambience Brand.
The goal here was to create a big release – of context, information & feeling. This was the completion of all the incomplete reels meshed into one strong video, that communicated Ambience’s why and what. Along with that, was a more grounded interview with Ambience’s team, which educated the audience of the philosophy and goals of the Ambience Brand.
[ Post Launch ]
The last phase of the campaign was used to build relationships with the audience, give product context and to link to and push further happenings for the brand. This came in the form of behind-the-scenes posts, product contextuals and a series of product catalogue teasers that led to the catalogue launch a few weeks after.
The last phase of the campaign was used to build relationships with the audience, give product context and to link to and push further happenings for the brand. This came in the form of behind-the-scenes posts, product contextuals and a series of product catalogue teasers that led to the catalogue launch a few weeks after.
[ THE RESULTS OF OUR WORK ]