Bang & Olufsen B : Bang & Olufsen unveils new global marketing campaign
Struer,
October 2011 - It’s been many exciting months in the making, but the
5th of October marks the global launch of a new marketing campaign for
Danish premium audio-visual brand, Bang & Olufsen. The campaign –
which is not just a campaign, but a complete paradigm shift in how the
business markets itself – will set the direction for how Bang &
Olufsen tells its story to consumers, moving forward.
Tue
Mantoni, CEO of Bang & Olufsen describes: “This is a return to the
soul of our brand. For some time, we have underplayed the spirit infused
into our products – and the special experiences that result. This is
what separates Bang & Olufsen from the wide range of consumer
electronic brands in the market today. So we are going to embrace the
more emotional characteristics within us, once more.”
The campaign is
called “What Moves You”, and it commences with two short films,
viewable online and two new ads, both featuring notable personalities.
One
of these films includes Tue Mantoni’s personal story about an event
that profoundly moved him years back, and the other features Nikolaj
Hübbe, Artistic Director of the Royal Danish Ballet, who describes an
experience with sound that touched his ‘dancer’s heart.’
But “What
Moves You” is not a traditional campaign, launched with a big bang that
will defuse over time. “What Moves You” will grow over time and aspire
to facilitate more moving experiences between customers of Bang &
Olufsen and their products. There are three major differences to the
campaign, separating it from earlier undertakings by Bang & Olufsen.
To start, the campaign is a global endeavour embraced by all markets
around the world. Secondly, the campaign emphasizes a massive digital
marketing push. All contents can be found online, and are shared with
consumers through the website and social networking sites, as well as a
campaign mobile site. The third difference is found in the
aforementioned revival of the emotional candour of Bang & Olufsen
products.
In the past 10 years Bang & Olufsen has developed a
multitude of unique products and technologies, placing them in a league
of their own – especially in the category of sound and acoustics, user
friendliness and product and home integration. But Bang & Olufsen is
not just about creating unique products; it is about creating unique
experiences for users – experiences that are greater, stronger and more
enduring than what other brands can deliver.
What moves the user is the soul of Bang & Olufsen.
That
is something artists do so well. Which is why Bang & Olufsen has
joined forces with artists and visionaries, who have rich stories to
tell. They inspired the forces at Bang & Olufsen to capture their
stories on film, describing moving events in their lives, punctuated by
sound or picture.
Later, the campaign will roll out more stories from
celebrated personalities, which include a famous Bollywood actress, a
provocative artist, a leading sound expert and more.
These stories
will be the centrepiece in all communication elements going forward, and
featured in shop windows, in customer outreach, and all online and
offline communication.
“What Moves You” will be rolled out in more
than 1,000 dealers where QR codes will feature in all storefront
windows, enabling everyone to easily access the films through their
mobile phone. In addition, the films will be available on all digital
platforms where Bang & Olufsen is present: the website, Facebook,
YouTube, a mobile site, and more. Finally the films will be sent out to
more than 500,000 existing customers.
