The headphone market is highly competitive and constantly evolving, what was new yesterday is old today. What, how and where do we need to communicate to reach our target audience and tune in with them?

1. Creative Strategist
Viktor Torbjörnsen

2. Our story begins back in 2006. We had a simple
idea and a big vision — to create great music
experiences that everyone could enjoy and love.
Today, we’re based in an old brewery in central
Stockholm/Sweden, and the heartbeat that
continues to drive us forward is a relentless focus
on engineering and design innovation. We believe
that by humanizing innovating technology with
good design, we can create memorable music
experiences with an emotional impact.
Our promise to you is a steadfast commitment to
design and engineering excellence and a rigorous
attention to details. To deliver on that promise
means we have to stay true to our core value of
simplicity in everything we do, in order to make
products that are beautiful, easy to use and are
built to last.
THIS IS

3. LOOK & FEELINGTHIS IS

8. VIDEO EX 1

9. VIDEO EX 2

10. THE SITUATION

11. THIS IS NEW
IN TUNE WITH
YOU
U-JAYS
JAYS Recently re-branded
Audiophile Urban human
New product released
Wireless headphones
Bluetooth / Touch control / 25h+

12. THIS IS WHERE WE COME IN
CONTENT
&
STRATEGY
SOCIAL MEDIA

13. 3 - DIRECTIONS
STRENGTHEN
BRAND
PUSH & PROMOTE
U-JAYS
SOCIAL MEDIA
STRATEGY

14. BALACNED MIND
THROUGH MUSIC
IN TUNE WITH
YOU
FOR EVERYONE
AND
EVERY OCCASION
Brand Identity
Insight:
As a reaction to the increasingly stressful world we live in, we see more and more people focusing on
mindfulness. This is especially true for our TA, with a growing interest of full-body and mind surveillance
aiming to optimize cognitive ability and wellbeing. They seek a balanced mind to stay sane, using various
apps and products to cut the noise, i.e adjust their sensorial intake for an increased feeling of wellbeing.
Proposition/brand story:
As sound has become something that you carry around with you always, headphones have become an
integrated part of life. Simply a part of you. It’s the tool that lets you shift mood, escape reality or bring you
away from boredom - turning a rainy day into a sunny mind, amping up the energy when you’re bored or
offering a comforting tune when you need it. Regardless of soundtrack, we at JAYS promise to bring you the
best possible sound experience so you can create your own personal sonic universe.
Reason to believe:
We’ve been dedicated to sound for a decade, pushing boundaries and constantly innovating to create the
best possible music experience for our customers. JAYS was built on the belief that everyone deserves great
sound, regardless if you work on stage or walking the dog - JAYS is for everyone and every occasion.

15. THE DELIVERABLES

16. STRENGTHEN
BRAND
Strengthen Brand:
Jays has has recently undergone a strategic rebranding, in order
to regain a stronger brand appeal among headphone users. Their
old brand profile focused highly on sound quality and audiophiles,
where their brand voice was very professional and lacked emotional
connection. The new brand identity has a much more intimate/
personal approach - In tune with You/JAYS/Mondays etc.
Deliverables:
Video content for social media
Instagram/Facebook
Specifics:
30 sec
10-15 sec
(Lifestyle and product shots)
Brand story / promise - In one line:
”JAYS - turning a rainy day into a sunny mind”
Embedded messages:
- Showcase the design and Swedish roots
- Reinforce Jays position: ”In Tune with You”
- Demonstrate the high quality and attention to detail
- Creative execution that strengthens/indicates the brand identity.
Taglines:
Be more you, In tune with (You/Mondays/JAYS/Love), More than
music, Experience better, Designed in Sweden.

17. PUSH & PROMOTE
U-JAYS
Push & Promote U-JAYS Wireless:
Two weeks ago, JAYS launched its latest addition to its product
family: U-JAYS wireless. And they are in the current situation in
great need of social media content that demonstrates the products:
features, design, quality, price and drive sales.
Deliverables:
Video content for social media
Instagram/Facebook
Specifics:
30 sec
10-15 sec
(Lifestyle and product shots)
Brand story / promise - In one line:
”JAYS - turning a rainy day into a sunny mind”
Embedded messages:
- Demonstrate Features: Touch controls, 25h playback, built-in
microphone, Touch lock etc. (How to use)
- Showcase the design and Swedish roots
- Reinforce Jays position: ”In Tune with You”
- Demonstrate the high quality and attention to detail
- Creative execution that strengthens/indicates the brand identity.
Taglines:
Specific for U-JAYS Wireless: Lose the cable. Reclaim your freedom.
Be more you, In tune with (You/Mondays/JAYS/Love), More than
music, Experience better, Designed in Sweden.

18. SOCIAL MEDIA
STRATEGY
Social media strategy:
How do we infuse JAYS, brand identity, tone of voice and video
content on social media, in a way that make us stand out from the
competition and become first in mind amongst the consumers?
Deliverables:
Social media strategy for JAYS
Instagram/Facebook
Specifics:
Target group analysis
Competitive landscape
Competitor Audit
Timeline guide/Rec - When, where, why and what should they post
Create KPI’s
(We have a lot of freedom here, what do they need?)
Brands the JAYS-Crew likes:
Direct Competitors: Bose and Bang & Olufsen
Other brands: Stutterheim, Sonos, Apple, Volvo, Audi.

19. THANK YOU