B&O Play uses drones to promote its new speakers

Bang & Olufsen’s B&O Play brand has teamed up with Vizeum and MKTG to launch its new portable B&O Play A1 Bluetooth speaker at Tanjong Beach Club.

To promote the new product, the speaker was attached to a drone which circled Tanjong Beach Club, allowing visitors to experience the mobility and sound-quality of the Bluetooth speaker for themselves. Beach-goers were able to rent an A1 speaker by sharing their #BEOPLAYA1 experience on social media, to create a personal music experience with their friends, while they partied.

To enhance awareness and drive sales, Vizeum also ran digital activations. It captured and uploaded a 30-second snippet of the event, and garnered 50% engagement via YouTube. B&O Play also utilised Facebook Canvas to drive the brand experience in the region.

This involved a tilt-to-pan video along with a series of high-impact images, to showcase product highlights. Engagement rates were twice that of any other social format, with an average 13 seconds spent exploring and interacting with the ad.

Recognizing that B&O Play is a design-oriented brand with style conscious customers, Vizeum paired these social efforts with Amnet, Dentsu Aegis Network’s trading desk, to create a programmatic marketplace of premium sites known as Style Spectrum. This allowed B&O Play to target their ideal consumer through first-tier lifestyle publications.

“Realising B&O Play’s key business challenge through a deep understanding of the target audience, applying technology based experiences to overcome that, and critically exceeding the sales target is something we’re proud of,” Duncan Pointer, regional managing director, Vizeum Asia Pacific, said.

“At B&O Play, we believe our customers should be able to consume music wherever and however they want. Vizeum took this fundamental brand proposition and translated it into a multi-faceted campaign, which resulted in our most successful product launch to date,” Karen Lifen Zheng, regional channel marketer, B&O Play Asia Pacific, said.