Campaign overview

How do you generate cut through in a noisy headphone and speaker market? This was the challenge Logitech and its subsidiary, Ultimate Ears, had when it launched its flagship product, the UE BOOM with little market impact. What it needed was clearer positioning and a direct link into consumer needs.


What we did

We were tasked with relaunching the UE BOOM in the German market, positioning the product as a lifestyle must-have – and also spreading the brand’s key message #makemusicsocial. When it came to differentiators that we could major on, we focused on three things. Sound, outdoors and design. Sound was a no brainer, Ultimate Ears had a great heritage in creating superb sound quality products. When it came to focusing on outdoors, the ruggedness and durability of the product really shone through amongst the competition. Finally, the design of the product was already well recognised due to numerous design awards and artist collaborations.

What we needed to do was bring this all together as an experience. We brought together influencers and media to see and try these features hands-on leveraging their own engaging and personal experiences to reach consumers. Here we focused on smaller-scale, social events in collaboration with suitable and close-to-the-brand partners to bring music, lifestyle and design influencers together. In addition, a targeted social media campaign, a dedicated seeding programme and a mix of earned and paid media peaking with dedicated activities at IFA in September accompanied the campaign.

Results

Over an initial course of four months spanning the summer season, Hotwire achieved over 900 personal media and influencer touch points for Ultimate Ears. Music, lifestyle and design influencers were brought together to experience #makemusicsocial first hand – partying in a retro bus city-touring Berlin, cycling through Munich with our partner “Stilrad” and experiencing top-notch UE BOOM hotel design.

At IFA over 85 journalists and bloggers were briefed and introduced to UE BOOM while product and brand received maximum exposure through attendance of pre-IFA events, Showstoppers and Digital Focus. In total, we achieved a reach of over 1 billion impressions, including leading national publications.

"Hotwire brought music, lifestyle and design influencers together to experience #makemusicsocial first hand, briefed editors and bloggers and achieved over 1 billion impressions for a product that had been launched before."
Marketing Manager, Logitech