Vizeum, MKTG and Bang & Olufsen take beautiful music everywhere for the launch of PLAY A1

October 13 2016, 10:51 am | BY Lynchy | No Comments

Vizeum and MKTG teamed up with Bang & Olufsen’s fun and fresh brand B&O PLAY to launch their new portable B&O PLAY A1 Bluetooth speaker at Singapore’s iconic beach bar, Tanjong Beach Club. The product launch was the most successful one so far, making it the fastest selling product in the history of B&O PLAY.

VIEW THE CONCEPT

At Tanjong Beach Club a drone circled with the B&O PLAY A1 attached, allowing people to experience the mobility and sound-quality of the Bluetooth speaker for themselves. Beach-goers were able to rent an A1 speaker by sharing their #BEOPLAYA1 experience on social media, to create a personal music experience with their friends, while they partied.

 

To enhance awareness and drive sales, Vizeum took the B&O PLAY activation digital. Capturing a 30-second snippet of the event, Vizeum leveraged YouTube to scale the drone experience, driving impressive engagement with 50% of people watching the entire video.

 

In order to deliver a real brand experience across five APAC markets, B&O PLAY became one of the first APAC brands to make use of Facebook Canvas. This involved tilt-to-pan video to drive home the brand message, along with a series of high-impact images to showcase product highlights. Engagement rates were twice that of any other social format, with an average 13 seconds spent exploring and interacting with the ad.

 

Recognizing that B&O PLAY is a design-oriented brand with style conscious customers, Vizeum paired these social efforts with Amnet, Dentsu Aegis Network’s trading desk, to create a programmatic marketplace of premium sites known as Style Spectrum. This allowed B&O PLAY to target their ideal consumer through first-tier lifestyle publications.

 

“Realising B&O PLAY’s key business challenge through a deep understanding of the target audience, applying technology based experiences to overcome that, and critically exceeding the sales target is something we’re proud of,” said Duncan Pointer, Regional Managing Director, Vizeum Asia Pacific.

 

“At B&O PLAY, we believe our customers should be able to consume music wherever and however they want. Vizeum took this fundamental brand proposition and translated it into a multi-faceted campaign, which resulted in our most successful product launch to date,” added Karen Lifen Zheng, Regional Channel Marketer, B&O PLAY Asia Pacific.