Amplified Journeys - A Case History

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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.

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.

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  • 1. “…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...” Harman Becker Automotive Systems. Building brand value O/T7F/NEWBIZ/2009/CASESTUDIES/DEXTRO3-PJW 1
  • 2. HOW ? 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 O/T7F/NEWBIZ/2009/CASESTUDIES/DEXTRO3-PJW
  • 3. BACKGROUND  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 O/T7F/NEWBIZ/2009/CASESTUDIES/DEXTRO3-PJW
  • 4. DISCOVERY People have always had their favourite music for their favourite drives O/T7F/NEWBIZ/2009/CASESTUDIES/DEXTRO3-PJW 4
  • 5. IDENTIFICATION INSIGHT : Car Magazine revealed the 3rd place people listen to music is in the car O/T7F/NEWBIZ/2009/CASESTUDIES/DEXTRO3-PJW 5
  • 6. THE IDEA  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 O/T7F/NEWBIZ/2009/CASESTUDIES/DEXTRO3-PJW 6
  • 7. amplifiedjourneys.hk Your favourite music Set to your favourite drives O/T7F/NEWBIZ/2009/CASESTUDIES/DEXTRO3-PJW 7
  • 8. CONSTRUCTION “...Music discovery inter-linked with navigation via user generated content in a community of common purpose - sort of...’ ( but on a tiny budget ) O/T7F/NEWBIZ/2009/CASESTUDIES/DEXTRO3-PJW
  • 9. EXECUTION O/T7F/NEWBIZ/2009/CASESTUDIES/DEXTRO3-PJW
  • 10. EXECUTION O/T7F/NEWBIZ/2009/CASESTUDIES/DEXTRO3-PJW
  • 11. EXECUTION Print playlist with directions and export to iTunes O/T7F/NEWBIZ/2009/CASESTUDIES/DEXTRO3-PJW
  • 12. EXECUTION A series of advertorials in TopGear magazine emphasising Harman Kardon’s music and driving credentials O/T7F/NEWBIZ/2009/CASESTUDIES/DEXTRO3-PJW
  • 13. EXECUTION February 2009 Advertorial in TopGear O/T7F/NEWBIZ/2009/CASESTUDIES/DEXTRO3-PJW
  • 14. “..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
  • 15. 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. O/T7F/NEWBIZ/2009/CASESTUDIES/DEXTRO3-PJW