Drone-mounted speakers in Singapore drive ‘fastest-selling ever’ launch for Bang & Olufsen

Media agency Vizeum is behind the fastest-selling launch in the four-year history of consumer electronics brand Bang & Olufsen’s bluetooth speaker B&O Play with an experiential and digital campaign to launch the product in Singapore.

B&O's drone-mounted speakers were available for rent at Tanjong Beach Club

The B&O Play speakers were mounted on drones at Tanjong Beach Club

The product was launched at Tanjong Beach Club on Sentosa, where a drone mounted with the speaker circled around the area, enabling beach-goers to sample the quality of the product.

Consumers were able to rent the speakers and encouraged to share their experience on social media.

A short film of the event, including drone footage, was posted on YouTube; 50% of people watched the entire video, the agency says.

To regionalise the campaign, B&O PLAY used Facebook mobile ad format Canvas to showcase the product’s highlights; consumers spent an average of 13 seconds interacting with the ad, according to the agency.

Dentsu Aegis Network’s programmatic trading desk Amnet was used to create a marketplace of premium sites to target high-end audiences.

B&O Play APAC’s regional channel marketer Karen Lifen Zheng confirmed in a press statement that the campaign was the brand’s “most successful product launch to date.”


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