The PR campaign for the new BeoPlay A2 speaker resulted in strong media coverage and traffic. The 12-language press release was distributed to global media outlets and bloggers. Within the first two weeks, website traffic increased 76% and PR-driven traffic grew 540%. Over three months, the campaign generated over 165 million total impressions across 524 online articles and 59 media reviews, with 65%+ reach among top-tier media in key markets. The A2 became the fastest selling Bang & Olufsen product ever with over 50,000 units sold worldwide in just three months.

1. PR intro
May 2015

2. AGENDA
• AGB
• B&O PLAY
• PR
o Challenges
o Focus
o KPIs
• Case
o Campaign
o Results

3. AGB
• Danish School of Advertising
• Copywriter DDB
• Creative Tribal + Republica + Hello Group
• Freelance
• Director MSL Group
• Global PR & Communication B&O PLAY

4. ENTERPRISE
BANG & OLUFSEN
(AUTOMOTIVE) ICEpower

5. PORTFOLIO
A9
A2 A8
Beolit 15S8
H6
Audio Systems
H2
Headphones
Earset 3i
Form 2i H3
H8

6. B&O PLAY vs Bang & Olufsen

9. USP
Craftmanship and superior sound
Our brand builds on generations of craftsmanship
and expertise, and shares the same skills in
acoustics and design that define the Bang &
Olufsen brand.
Attention to details
We pay attention to detail in everything that
surrounds our products. All we do is done with
passion and a care for the product and for our
customers.
Design and simplicity
All of our products aim to create simplicity and to
remove complexity from people's lives. We create
designs that naturally make our products express
how they should be used.

10. TARGET GROUP
A group of people that represent the aspirational but obtainable characterized by:
• A youthfull and energetic approach to life
• Making empowered decisions
• Choosing a different path
• Choosing brands that match their personality
• Making music social
• Age group: 25-45 year old

11. BRAND POSITIONING
Fashion & Lifestyle
Quality&Innovation
X
X X

12. PR

13. CRM Social Media PR
The Journal -
printed
More than 1.8 mio
copies
Partners: Vogue
UK, Wallpaper, GQ
UK & DE, ELLE
and ELLE Deco
Facebook
80.948
Instagram
16.801
Twitter
3.499
The Journal –
Blog
About 4.000 montly
visitors.
Seeding & Partneships
Newsletter
More than 35.000
subscribers.
CONTENT SHARING

14. Challenges
• Low brand and product awareness among consumers
• Knowledge among medias is not established and reached
• B&O heritage equals high price
• Global market reach but limited resources to communicate the brand
• Many competitors are screaming for attention and competing on media space
Opportunities:
• Strong BANG & OLUFSEN heritage to build upon
• High interest from media, easy access
• Several new products launches
• Instant liking of products once tested
• Strong link to Danish Design and craftsmanship
CHALLENGES & OPPORTUNITIES

15. • Increase brand and product awareness – push our brand name B&O PLAY
• Drive consumers to our digital channels via relevant content marketing
• Increase number of product reviews
• Optimize PR activities and coverage in A-markets and secure basic coverage in B and C markets
• Secure clear and timely communication and reporting to internal and external stakeholders
• Secure global agency structure
FOCUS

16. Always be:
• Editorial
• Informative
• Full of content
• Engaging
• Clearly aimed at Call To Action
Never be:
• Pretentious
• Advertising
• Focussed in selling
Key messages:
• B&O PLAY is all about superior sound quality and trendsetting design
• B&O PLAY is not expensive
• B&O PLAY is a brand that defines the Creative Urban consumer
• B&OPLAY is easily accessible online
ENGAGING THE PRESS

17. PR Package A markets
• Press release in local translation
• Images
• Units for Test & Review
• Interviews e.g designer + HTL
• Local agency support
PR Package B markets
• Press release in local translation
• Images
• Possible Units for Test & Review
• Distributed through local Country Manager and/or Retailers PR setup
PR Package C markets
• Press release in English
• Images
• Distributed through local Country Manager and/or Retailers PR setup
17
MARKET SUPPORT

18. KPIs
• Reach 50%+ of all Tier 1 media
• Create traffic to beoplay.com and SoMe
• Secure quality rather than quantity
• Increase brand awareness

19. A2

20. 1. English press release approved internally
2. Press release translated into 12 languages
3. Pitch to selected media incl. T&R
4. Update of stakeholders
5. LAUNCH – global press release to relevant on- and offline media and bloggers
6. Follow-up on media incl. T&R
7. Seeding to ambassadors and other VIPs
8. Newsletter
CAMPAIGN PLAN

21. TRAFFIC TO WEBSITE
Google analytics

22. COVERAGE
Cover story
Reviews

23. COVERAGE
Interviews
Interior

24. COVERAGE
National TV Video test

25. COVERAGE
SoMe
Blogs

26. “B&O PLAY by Bang & Olufsen has just taken the wraps off the new BeoPlay A2 which
features ground-breaking innovation, jaw-dropping sound and design, and a functionality that will
leave you speechless”, - Consumer Electronics Daily News US
“Anything Bowers & Wiklins can do, Bang & Olufsen can do even better.“, - Engadget DE
‘The A2 is a fashionista tech klaxon… the catwalk clutch wireless speaker.’ - Metro UK
“The A2 joins a new breed of Bluetooth speakers that are angling to be the only room speaker you'll
ever need. In the mornings it'll be your wake-up alarm, in the evenings it'll be the speaker you take
into the kitchen and then after dinner you'll use it to chill out in the living room” - Huffington Post
“We are used to Bang & Olufsen go new ways when they launch new products. They do not
disappoint this time either.” Audiophile.no
“It is super cool!” - Monte Carlo on DR3, DK
QUOTES

27. RESULTS AFTER THREE MONTHS
Google analytics & Meltwater
76% website traffic
increase first two
weeks
PR driven traffic to
website 540%
165.000,000
total impressions
524 online
articles
65+% reach of Tier
1 media on A
markets
59 media reviews

28. RESULTS AFTER THREE MONTHS
Meltwater

29. BEOPLAY A2 vs B&W T7 vs BOSE SOUNDLINK COLOR OCT-APR
All launched October 2014

30. With more than 50.000 units sold worldwide after just three months the A2 is
the fastest selling product ever in the history of Bang & Olufsen
IN SHORT

31. Thanks for playing attention