amplified journeys - a case history
DESCRIPTION
How T7F linked Harmon Kardon with music on the move within the UK. The story of how an innovative, award winning communications programme was born.TRANSCRIPT
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.