CASE STUDIES | Dirac

“Good enough” audio is not nearly enough.

As technology races ahead in smartphones, cars, and even headphones themselves, audio quality has been curiously left behind. That’s why Dirac Research partnered with Griffin to take audio from an afterthought to the central driver of the consumer experience.

CHALLENGE

With the advent of headphones like Beats by Dre, audio is considered secondary to other design features. This has translated into a “good enough is good enough” mentality that pervades the entire industry from manufacturers to consumers.

While competitors prioritize hardware and content upgrades, Dirac Research developed a richer sonic experience through digital algorithms—leveling up the audio on any device and with any speaker hardware or content format.

However, the company needed a way to cut through the industry noise and win against the biggest names in technology.

IDEA

Griffin360 carved out a new category for this innovation: It’s not just superior audio, but Reimagined Audio.

This became the foundational big idea that Griffin360 introduced to the brand’s key constituencies, leveraging the “research” component of their name: Mainstream consumer, international business, technology, and market-specific vertical media to drive consumer and OEM demand for this new kind of listening experience.

Griffin360 designed and implemented an integrated communications campaign that elevated expectations and inspired the brand’s target audiences to reframe their choice of an audio partner.