GENELEC

HOW TO REACH AND ENGAGE MILLENIAL AUDIENCES?

TASK:

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.

SOLUTION:

Collaboration with music broadcasting company Boiler Room. In addition to the live music event we also held a competition, where we challenged the home producers to make a song that will push their speakers to the limits.

The artist with most streamed song in Soundcloud was rewarded with place to play in the Genelec x Boiler Room party.

To market the event a ”Science of Sound” -video series (5 episodes) was produced to highlight the quality needs from the speakers to create such a complex sound.

GENELEC

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.

boiler room news clips copy

RESULT:

More than 1200 electronic music artists from all over the world participated in the contest.

The Genelec x Boiler Room was attended by 2000 people, and the live broadcast audience was around 2,1 million people.

The social media content produced during the campaign reached more around 10 million people collecting more than 90,000 comments, likes, and shares.

33 media hits from USA to UK and Germany to China. Gaining 18.5 million music lovers.

The Drum DADI Awards 2018 - Silver in Branded Content. 

+80%

Purchase Intention Growth

>30 mil

People reached

>90 000

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