Bowers & Wilkins
Creating desire for a new product line in a competitive market.
The Challenge
Bowers & Wilkins is one of the world’s most prestigious speaker brands. They first approached us in 2023 with a specific challenge.
But, not only were they entering a new market for the first time, they’d never before launched a truly global campaign across multiple markets, simultaneously. “Too complex”, we were told, “too many competing agendas, and different audiences needs.”
We thought differently.
The Answer
We needed to find a globally resonant insight. B&W had a silver bullet: their product was exceptional, and it reinforced their reputation for unparalleled sound quality. Nowhere was this more true than in the music industry, where B&W had long been synonymous with peerless sound quality.
We took this truth and turned it into a benefit. ‘True Wireless. Incredible Sound’.
‘B&W true wireless headphones were the only choice for people who wanted the very best on-the-move sound experience’
The Result
The campaign launched in April 2023 across 30+ global markets. For the first time markets were provided with the components to deliver a truly mobile-first campaign. 300 ‘thumb stopping’ creative assets, tailored by persona and market, drove users into owned e-commerce and third-party retail spaces.
The campaign helped the brand to sales c.200% above target and was identified by parent brand, Sounds United, “as the template for all future global launches”.
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