Macanache in his lab coat and stethoscope, arm raised, beside a Sony ULT Tower speaker on the set of the launch reel, with the camera operator in the foreground.

Influencers / Event / PR

Sony: Bass Therapy

We put rapper Macanache in a lab coat to prescribe bass for Sony ULT, let four fans build the playlist with him, then took the treatment to Boiler cafes across Bucharest.

As seen inIQads Revista BIZ Mobilissimo gadget.ro Touch Magazine

Client: Sony
Brands: Sony ULT
Year: 2025
Markets: Romania
What we did: Strategy, Idea, Script, Production, Contest, Events, Visual identity, Influencers, PR

Talent

MacanacheThe bass doctor: launch reel, contest and studio session

The brief

In January 2025 Sony’s Central and Southeast Europe marketing team in Budapest wrote to us through tuio.ro. The brief: get young Romanians to care about the new ULT speakers, and above all about the ULT button, the one for extra bass. Sony wanted a rap or hip-hop artist at the centre of it.

The idea

For Gen Z almost everything is a ritual, from Get Ready With Me videos to the morning coffee. We made bass one more. In Bass Therapy, rapper Macanache is a doctor. Forget pills and essential oils: he prescribes bass, and the ULT button is how you take your dose.

We pitched three routes on 14 February 2025: The Bass Effect, Bass Unleashed and Bass Therapy. Bass Therapy became the campaign platform on 26 February, under the line “Bass Therapy powered by Sony ULT”. One rule held for everything after that: push the button and something big happens. So the button is in every piece.

How it worked

The prescription

We wrote the script and shot the launch reel ourselves, on a light setup in a rented studio. Macanache, in a lab coat with a stethoscope round his neck, stands at a flipchart with a body diagram headed BASS THERAPY, marked 60-100 Hz and 20-60 Hz “sub-bass”. He presses the ULT button, checks whether you felt it, and asks which bass track changes your vibe on the spot. It runs 63 seconds, vertical, in 4K, and went up on Macanache’s Instagram on 18 June. Sony then put its own TikTok media behind it.

The launch reel Tuio wrote and shot, with rapper Macanache as a doctor prescribing bass, posted on his Instagram on 18 June 2025.

“I do not speak Romanian but I like the content haha.”

Head of Marcom & Consumer Marketing, Sony Central and Southeast Europe

The contest

Alongside the reel ran a contest, 18 to 23 June: “Care e melodia ta de Bass Therapy?” (What’s your Bass Therapy track?). Fans named theirs in the comments and said why. We wrote the caption, the mechanic and the official rules, which Sony signed off on 16 June. A jury picked four winners on originality, relevance and creativity. Each got a Sony ULT speaker and a seat in the studio with Macanache.

The studio

In late June Macanache and the four winners argued over tracks until they had “the ULTimate Bass Playlist”. Sony approved it on 8 July (“many cool songs”), and the 84-second video of the session went out with the link. The playlist is still on Spotify, under the name Bass Therapy.

Macanache and the four contest winners in the studio, building the ULTimate Bass Playlist in late June 2025.

Four Saturdays

From 21 June to 12 July we threw a free daytime DJ party every Saturday, each in a different Boiler cafe in Bucharest: Psihotrop and DJ Kamal at Boiler Muncii, Vlad Dobrescu at The Zoo, Alb Who on Calea Victoriei, Cesar Bîtlan at The Square. Every set ran on a Sony ULT DJ table and two ULT Tower speakers.

Poster for session 1, hosted by Psihotrop and DJ Kamal at Boiler Muncii, 21 June 2025.

Poster for session 2, hosted by Vlad Dobrescu at Boiler The Zoo, 28 June 2025.

Poster for session 3, hosted by Alb Who at Boiler Calea Victoriei, 5 July 2025.

Poster for session 4, hosted by Cesar Bîtlan at Boiler The Square, 12 July 2025.

Psihotrop and DJ Kamal on the decks at the first Bass Therapy session, with the branded cube beside them.

One visual system covered everything: a blue field, an iridescent liquid “bass wave”, a condensed BASS THERAPY title and the ULT Power Sound and #ForTheMusic sign-off. It went on the posters, the social posts and the staff tees, which read BASS THERAPY EXPERT.

Vlad Dobrescu behind the Sony ULT DJ table at session 2, Boiler The Zoo.

After the first Saturday we added more than the scope asked for: branded cubes, product flyers, two beach flags and a hostess with an iPad survey, which we moved from Google Forms to Typeform. Sony’s verdict on the Typeform: “Wow, looks very cool!!!” We also invited creators to every party, at no extra cost to Sony.

Alb Who on the decks at session 3, Boiler Calea Victoriei, behind the ULT Power Sound table.

A Sony ULT Tower speaker next to the Bass Therapy standee inside Boiler Calea Victoriei.

The press

We ran the PR in-house: a launch release on 25 June, an editorial for IQads, a recap release in mid-July, sent to about 100 lifestyle, business, TV and IT outlets and tech voices, plus the monitoring.