Only an ambassador who truly connects with the brand can convey that enthusiasm to others. How did we search for (and find) one for Technics headphones?
Technics. An icon that has never needed a single marketing campaign in the Czech Republic or Slovakia throughout its entire history. How do you devise a strategy for such a giant when it decides to enter the market with a new product?
Goal: To reach music fans in the Czech Republic and Slovakia.
Strategy: To introduce them to the new Technics headphones through a familiar face.
Once we confirmed that David Bowie was definitely dead, our next choice was musician Ondřej Brzobohatý.
We arranged to rent the best grand piano and recording studio in Prague and spent a day packed with creativity with Ondřej.
Lots of conversations about music, the life of a musician, and his demands on sound. Meanwhile, we took photos, filmed, recorded, and created visual content for the entire Technics headphone campaign.
Ondřej even treated us to a short piano improvisation, which became part of the video.
We achieved twice the expected number of impressions and clicks. How?
The campaign was carried out in two phases – first, we focused on building brand awareness, and only then did we highlight the specific benefits of the product. At the same time, we closely monitored our reach among target groups and continuously optimized our approach.
We had complete control over every stage of the process and reported everything to the client, who was extremely satisfied.
This was ultimately confirmed by the fact that they entrusted us with the campaign for the following year (on an even larger scale!) once again.
