JBL LIVE SKUs
Role: Strategy
CONCEPT IDEA ONE: JBL X Best Buy Sound Labs
THE OBJECTIVE
Spread awareness of the JBL Live Launch at Best Buy among consumers, and translate this awareness into action by driving consumers to visit Best Buy—either online or in person—with the intent to buy JBL Live products
THE PROBLEM TO SOLVE
How can JBL direct consumers away from their concerns about being unaware of the outside world to see the freedom and immersive experience of silencing the outside world?
THE TARGET
Older Gen Z and younger Millennials. Ages 18-34. Avid music listeners and devoted fans of their favorite artists. Value high sound quality. View music as an experience. Use headphones and/or earbuds throughout their daily activities. Value products that bring excitement to their fast-paced lives and can support it. Most attracted to products and brands they see on social media, especially from a large influx of ordinary everyday consumers or people they look up to.
THE INSIGHTS
1) People want to experience the full capabilities of a product or brand before purchasing. They are drawn to all the potential possibilities, even if they aren't applicable to their daily lives.
2) People want to feel the music, not just hear it. Their experience with music is amplified when they feel connected to the artist.
THE STRATEGY
JBL and its partnership with Best Buy want to bring a new experience to the consumer—physical, interactive JBL x Best Buy showrooms to spotlight the different, elevated world of sound that you can only get through JBL.
These Sound Labs will include both interactive stations and information-focused stations, such as:
A music production activity, where users can mix and produce unique tracks to take home on JBL x Best Buy branded CDs with guidance from an overseeing producer
A responsive LED light-up dance floor, where DJs will play music that can be heard through the provided JBL Live headphones and earphones
A photo booth area where users can have their pictures professionally taken
Kiosks physically and digitally showcasing the JBL Live products and their features
A display of past JBL products and the evolution of JBL into the Live line
DIGITAL LANDING PAGE
SOCIAL MEDIA (INSTAGRAM STORY)
CONCEPT IDEA TWO: ”FEELIN LIKE” JBL X Best Buy
THE STRATEGY
An interactive JBL x Best Buy cross-platform social media campaign in which consumers will be asked to share photos of their unique recreations of an album cover for a JBL brand ambassador with their JBL Live product.
VIDEO ADVERTISING
Album References:
Storyboards:
