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.
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.”
but. . . but Drones are loud. Like quite annoyingly loud.
Hmmmmm.
ReplyFair point HP Pencil, which I put to the agency.
Their response: “Vizeum tested a number of drones prior to the event with the A1 attached to ensure minimal noise pollution. They chose that particular battery-powered model as a result of those tests. It also speaks to the quality of the speaker!”
Cheers,
ReplyRobin – Mumbrella
Have your say