amplified journeys - a case history

O/T7F/NEWBIZ/2009/CASESTUDIES/DEXTRO3-PJW

“…Our aim was to link Harman Kardon with music on the move within the UK.We ended up with an innovative, award winning communication programme, that has had a global impact on key influencers...”

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Harman Becker Automotive Systems.

Building brand value

O/T7F/NEWBIZ/2009/CASESTUDIES/DEXTRO3-PJW

The combination of :The combination of :

new consumer insight an innovative idea clever use of technology

Created a branded community with a shared interest in great drives, great music and great sound

HOW ?

O/T7F/NEWBIZ/2009/CASESTUDIES/DEXTRO3-PJW

Harman Becker Automotive Systems asked us to come up with a set of brand ads aimed at both consumers and the motor trade

They wanted both audiences to see Harman Kardon as a brand that was intrinsically linked with music and driving

We thought brand ads were a bad idea

BACKGROUND

O/T7F/NEWBIZ/2009/CASESTUDIES/DEXTRO3-PJW

DISCOVERY

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People have always had their favourite

music for their favourite drives

O/T7F/NEWBIZ/2009/CASESTUDIES/DEXTRO3-PJW

INSIGHT :

Car Magazine revealed the 3rd place peoplelisten to music is in the car

IDENTIFICATION

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O/T7F/NEWBIZ/2009/CASESTUDIES/DEXTRO3-PJW

Celebrate the unique relationship keen drivers have with music

Build a branded community with a shared interest in great drives, great music and great sound

THE IDEA

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O/T7F/NEWBIZ/2009/CASESTUDIES/DEXTRO3-PJW 7

amplifiedjourneys.hk

Your favourite music

Set to your favourite drives

O/T7F/NEWBIZ/2009/CASESTUDIES/DEXTRO3-PJW

“...Music discovery inter-linked

with navigation via user

generated content in a

community of common

purpose - sort of...’

( but on a tiny budget )

CONSTRUCTION

O/T7F/NEWBIZ/2009/CASESTUDIES/DEXTRO3-PJW

EXECUTION

O/T7F/NEWBIZ/2009/CASESTUDIES/DEXTRO3-PJW

EXECUTION

O/T7F/NEWBIZ/2009/CASESTUDIES/DEXTRO3-PJW

Print playlist with directions and export to iTunes

EXECUTION

O/T7F/NEWBIZ/2009/CASESTUDIES/DEXTRO3-PJW

A series of advertorials in TopGear magazine

emphasising Harman Kardon’s music and driving

credentials

EXECUTION

O/T7F/NEWBIZ/2009/CASESTUDIES/DEXTRO3-PJW

February 2009 Advertorial in TopGearEXECUTION

O/T7F/NEWBIZ/2009/CASESTUDIES/DEXTRO3-PJW

“..a new form of automotive music integration has been born, welcome to the future..” MSN (UK)

“..a brilliant way to expand your musical boundaries!..” What Car?

“..this is awesome, one of those ‘why didn’t I think of that?’ kind of applications..” Autotraveller (US)

“..creates perfect playlists..” ChipChick.com

“..like a music lover’s Google Maps..” iGizmo

“..it takes the work out of planning tunes for a long journey..” AutoExpress

“..quick, easy and free..” News of The World

O/T7F/NEWBIZ/2009/CASESTUDIES/DEXTRO3-PJW

What do we do?

Brand strategy and campaign

development. A bespoke creative

agency mixing market analysis with

lateral thinking. Specialist in premium

& challenger brands, especially in

alcohol & travel.