B&O / what moves you?
Reawakening the Heart & Soul of the 86-Year-Old Company.
“It’s been many exciting months in the making, but the 5th of October marks the global launch of a new marketing campaign for Danish premium audio-visual brand, B&O. The campaign – which is not just a campaign, but a complete paradigm shift in how the business markets itself – will set the direction for how B&O tells its story to consumers, moving forward.
Tue Mantoni, CEO of B&O describes: “This is a return to the soul of our brand. For some time, we have underplayed the spirit infused into our products – and the special experiences that result. This is what separates B&O from the wide range of consumer electronic brands in the market today. So we are going to embrace the more emotional characteristics within us, once more.”
The campaign is called “What Moves You”, and it commences with two short films, viewable online and two new ads, both featuring notable personalities.
One of these films includes Tue Mantoni’s personal story about an event that profoundly moved him years back, and the other features Nikolaj Hübbe, Artistic Director of the Royal Danish Ballet, who describes an experience with sound that touched his ‘dancer’s heart.’
But “What Moves You” is not a traditional campaign, launched with a big bang that will defuse over time. “What Moves You” will grow over time and aspire to facilitate more moving experiences between customers of B&O and their products. There are three major differences to the campaign, separating it from earlier undertakings by B&O. To start, the campaign is a global endeavour embraced by all markets around the world. Secondly, the campaign emphasizes a massive digital marketing push. All contents can be found online, and are shared with consumers through the website and social networking sites, as well as a campaign mobile site. The third difference is found in the aforementioned revival of the emotional candour of B&O products.
In the past 10 years B&O has developed a multitude of unique products and technologies, placing them in a league of their own – especially in the category of sound and acoustics, user friendliness and product and home integration. But B&O is not just about creating unique products; it is about creating unique experiences for users – experiences that are greater, stronger and more enduring than what other brands can deliver.
What moves the user is the soul of B&O.
That is something artists do so well. Which is why B&O has joined forces with artists and visionaries, who have rich stories to tell. They inspired the forces at B&O to capture their stories on film, describing moving events in their lives, punctuated by sound or picture.
These stories will be the centrepiece in all communication elements going forward, and featured in shop windows, in customer outreach, and all online and offline communication.”