The 40-year-old speaker manufacturer has always been a synonym for high quality. Yet, the brand had lost contact to the representatives of the younger generation. The hardcore users, who like to produce their own music from their living rooms.
We joined with London-based music platform Boiler Room, loved and adored by our target group. We created a cross-channeled campaign consisting of three parts:
1) Competition for consumers, where we offered a opportunity to perform your own Boiler Room set
2) Event + Live Stream
3) 'Science of Sound' video series to support the collaboration.
Genelec Oy is a manufacturer of active loudspeaker systems based in Iisalmi, Finland. It designs and produces products especially for professional studio recording, mixing and mastering applications, broadcast, and movie production.
By placing Genelec at the heart of authentic cultural moments - relevant to both the brand and a mass youth audience - we’ve successfully communicated:
-the quality of the brand
-Genelec’s association with the most cutting edge new music
-relevance to a new generation of producers
And crucially, - we’ve increased purchase intent by over 80% amongst an audience of millions.
Consumer Contest: More than 1200 music artists participated
Live broadcast audience: 2,1 million people
Social media content: Reach + 10 million people, Engagement (likes, comments & shares) + 100 000
Earned media: 33 media hits. Gaining 18.5 million music lovers.
The Drum DADI Awards 2018 - Silver in Branded Content.
Effie Awards Finland 2018 - Shortlisted (Results pending)
Purchase Intention Growth
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