Some images retain cultural currency, even after 44 yrs. ‘Blown Away Guy’, one of the most iconic music advertising images of all time was driven by the legendary JBL L100 speaker with its inimitable Qaudrex checkerboard grill. Inspired by this heritage, striking sound now comes in a retro yet refined design combined with cutting edge consumer tech. JBL Authentics was introduced September 3rd at IFA 2023 (world’s largest consumer electronics trade show) and was hailed by trade press and insiders as 2023’s Best In Audio.
Building on this massive industry introduction, the JBL Authentics launch event three weeks later will bring some of music’s biggest stars to the JBL Authentics Sound Lounge as they showcase the exceptional sound and industry-first simultaneous Google and Alexa enabled voice assistants. Earned media objectives for this brand launch include:
Success will gain substantial brand awareness (media KPI: earn 2B media impression), stoke consumer engagement (+250K engagements) and activate path-to-purchase product inquiries with 10K new CRM registrations at www.jbl.com/authentics.
Authentics is both the spirit encapsulating these products, as well as the thematic springboard for authentic stories from stars with their own exceptional JBL relationships through the years. The Authentics Sound Lounge became the gathering spot for those who live out loud, authentic and passionate. JBL defines their core audience as the Uninhibited – those at the pulse of culture, interest in fashion, music, those who know the up and coming brands, culturally attuned Adults 18-34.
The launch of JBL Authentics continues to uplevel JBLs innovative product line – introducing a range of WiFi Home speakers designed for consumers who appreciate authentic, refined yet bold style, without any compromise on sound experience. Designed to celebrate JBL heritage, Authentics is a reimagination of classics like the L100, made with meaningful JLB Pro Sound improvements integrated with new technology to meet the needs of today’s Uninhibited consumers.
Creative execution:
This year’s JBL Fest brought together +250 B2B critical customers and press + influencers for three days being immersed in the world of JBL, experiencing JBL products in unexpected ways.
With an exclusive interview in Billboard, Bruno Mars highlighted his own history with JBL. In the story, JBL Authentics was positioned as the new ‘must-have’ line of speakers. This was one of +350 media clips that collectively delivered +3B earned media impressions. The Authentics Sound Lounge was the branded stage for featured interviews including: Jay Ellis in Essence, Bebe Rexha with Access Hollywood, Madison Beer in Teen Vogue, Lenny Kravitz in People and many, many more. This earned media promotion created +8M in equivalent ad value and successfully kick started the fall sales launch of JBL Authentics.
The Authentics Sound Lounge event was amplified by dozens of posts that collectively reached +50M and gained 1.5M engagements. The campaign wildly exceeded in its marketing objective by driving new CRM registrations with 220K total CRM signups – more than 10X the KPI business goal.
JBL Authentics broke through and become the #1 Share of Voice reached versus JBL’s competitive set.
