JBL has been synonymous with award winning sound for more than 70 years. As a premium brand, JBL competes in a crowded sector to win and grow brand love from target Millennials and Gen Z consumers. Our consumers value brand authenticity, creativity, personal expression, credibility and innovative, trend- setting products. They crave experiences and connections that engage them socially.
Premium wireless headphones are the next growth category for JBL, satisfying consumer demands for superior sound, innovative technology and ease of use – all in wrapped in a sleek and stylish package. JBL was launching JBL LIVE – a superior wireless headphone series into a market currently dominated by large competitors. The goal of this launch was to center JBL as a premium music lifestyle brand, excite culture influencers, gain wide press reach, win favorable product reviews, and embed JBL LIVE in social conversations.
Planning: JBL created a multi-part event strategy to embed JBL as a premium participant in Miami Music Week. One of the world’s largest electronic dance music festivals, this festival attracts hundreds of thousands of Millennial / Gen Z fans for a week of live performances, parties and events. Press and culture influencers converge on South Beach to check out hundreds of DJ’s and performers, and discover the latest trends.
JBL forged a new brand ambassador relationship to anchor these 2019 Miami Music Week events with the man who personifies the cultural fusion of sport, music and the South Beach lifestyle – DJ Diesel, better known around the world as Shaquille O’Neal. Shaq and JBL’s line up of leading brand ambassadors came together for three big events that would propel the launch JBL LIVE into the cultural conversation.
Execution: To celebrate the launch of the JBL LIVE headphone series and elevate the brand’s presence at Miami Music Week, JBL produced a media and influencer event at the Shore Club hotel property in its most prized villa, The Beach House. The evening featured live performances from Miami’s own DJ IRIE, Sunnery James & Ryan Marciano with a celebrity guest appearance from Olivia Culpo.
An impressive guest list of some of Miami’s finest were treated to an exclusive experience with plenty of Instagrammable moments like the JBL Headphone Throne (a massive working replica of the JBL LIVE headphone) and a sound booth where guests could experience the new product. In addition guests were treated to a variety of complimentary bites and beverages plus the opportunity to be gifted a pair of their own JBL LIVE headphones.
In partnership with JBL, basketball legend Shaquille O’Neal helped to elevate the launch of the JBL LIVE headphones by drawing media attention through various initiatives and stunts with the brand. Shaq surprised South Beach with free ice cream and music with the JBL x Shaq Ice Cream Truck. And JBL was a presenting sponsor of Shaq’s epic Dance Party and Carnival – Shaq’s Fun House for 2,000 VIP guests.
This was JBL’s most successful headphone product launch event in history, gaining 1.2 Billion Media brand impressions. 81 Product News/Reviews articles reached 186 Million product impressions. 39 Culture Influencers with a collective reach of 2.99 billion followers created 405K engagements from hundreds of posts. Most importantly, JBL enjoyed its biggest sales launch in JBL history and continued onto record-breaking overall sales in 2019.
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