Bang & Olufsen (B&O) and its agency B-Reel are taking a different tack to launch B&O's new Beoplay H5 wireless Bluetooth headphones.
B&O Play has a distinctly different audience - and price point - than its sister brand Bang & Olufsen and the brand wants to engage with young, urban professionals.
The concept is based on the insight that music can change how you feel. The creative intersperses images of urban communities with attractive young people as they discuss their emotions and ask philosophical questions such as what would happen if people could control or stop their emotions.
The campaign is airing online, on B&O Play's website, across its Facebook and Instagram channels and in stores globally. "We are focused on driving awareness through owned and retail channels, and using creativity as the multiplier," says James Jenkins, COO, B-Reel, Europe.
In addition, there is a paid media strategy, which includes paid social media, such as YouTube pre-roll and sponsored Instagram and Facebook posts. "We are also currently evaluating extending an additional pre-roll strategy that we created for the Beoplay A1 on YouTube, which became the fastest selling B&O product ever," Jenkins says.
This is the first time B&O Play has created wireless in-ear headphones. The products recently launched in all major markets, including the U.S., UK, Nordics, Germany, and China, both in-store and online.