“…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
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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
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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
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DISCOVERY
People have always had their favourite
music for their favourite drives
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IDENTIFICATION
INSIGHT :
Car Magazine revealed the 3rd place people
listen to music is in the car
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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
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amplifiedjourneys.hk
Your favourite music
Set to your favourite drives
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CONSTRUCTION
“...Music discovery inter-linked
with navigation via user
generated content in a
community of common
purpose - sort of...’
( but on a tiny budget )
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EXECUTION
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EXECUTION
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EXECUTION Print playlist with
directions and
export to iTunes
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EXECUTION
A series of advertorials in
TopGear magazine
emphasising Harman Kardon’s
music and driving credentials
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EXECUTION February 2009 Advertorial in TopGear
O/T7F/NEWBIZ/2009/CASESTUDIES/DEXTRO3-PJW

“..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
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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.
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