BOWERS & WILKINS
Creating desire for a new product line in a competitive market.
Bowers & Wilkins, the iconic British audio and speaker brand, wanted to disrupt the highly competitive true wireless headphone market - competing and winning against two tech behemoths, Apple and Beats.
B&W 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.
The campaign launched in April 2021 across 30+ global markets. For the first time, each market constructed their comms from one mobile-first campaign toolkit.
This 300 page manual is adapted to all channels with assets built for both B2C and B2B channels.