BOWERS & WILKINS

Creating desire for a new product line in a competitive market.

THE CHALLENGE

Bowers & Wilkins, the iconic British audio and speaker brand, wanted to disrupt the highly competitive headphone market with their new PI5 and PI7 range.

They needed a globally relevant & digital-first comms platform to build awareness, preference and ultimately, purchase.

REDEFINING DESIRE

Bowers & Wilkins had a silver bullet: their product was exceptional, and it reinforced their reputation for unparalleled sound quality - no more so than in the music industry. We took this truth and turned it into a benefit.

We found two under-the-radar music producers and told their stories - demonstrating how the B&W true wireless experience was the only credible choice for people who wanted the very best on-the-move sound experience, without compromise.

PROVOKING ACTION

The campaign launched in April 2021 across 30+ global markets. For the first time markets were provided with the components to deliver a truly mobile-first campaign.

‘Thumb stopping’ creative that drove users into owned ecommerce and third party retail, plus a bespoke brand store on Amazon.