b&o play — building a digital brand through content
TRANSCRIPT
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HELLOINTERNET WEEK
DENMARK!
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WHO AM I?
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JAKOB KAHLEN
Creative Director, 1508 Creative Director, Storyplanet NYC
Creative Director, Hello Monday Global Creative Director, B&O PLAY Creative Director & Founder, Trouble
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B&O PLAY — CONTENT MAKETING
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BUILDING A DIGITAL BRAND
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WHAT IS B&O PLAY
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· REBEL CHILD OF BANG & OLUFSEN · HEADPHONES & PORTABLE AUDIO SYSTEMS
· MISSION: POSITIONED AS A LIFESTYLE BRAND· THE BRAND IS INHERENTLY DIGITAL
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MARKETING STRATEGYULTRA SIMPLFIED
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LIFESTYLE BRAND
PRIMARILY DIGITAL
CHANNELS
URBAN CREATIVE
PROFESSIONALSCONTENT
MARKETING+ + =
LIFESTYLE BRAND
PRIMARILY DIGITAL
CHANNELS
URBAN CREATIVE
PROFESSIONALSCONTENT
MARKETING+ + =
Mission Channels Target audience
Strategy
PRODUCT
CONTEXT
CULTURE
CO
NT
EN
T M
AR
KE
TIN
G M
OD
EL
HOW PRODUCT PHOTOGRAPHY BECOMES CONTENT
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Product
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Product photography
Design process
Under the hood
Into the details
HOW THE PRODUCT CONTEXT BECOMES CONTENT
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Context
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IN THE HOME (Audio systems) ON THE GO (Headphones + bluetooth audio)
In the Home: Styled photography
In the Home: Editorial photography
On the Go: Styled photography
On the Go: Editorial photography
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Culture
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EDITORIAL PLATFORM: JOURNAL
MUSIC & SOUND DESIGN & CRAFTSMANSHIP
STYLE & FASHION
Music
Fashion
Crafts
Portraits BY B&O PLAY
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THE BRIEF
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BRIEF
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How do we showcase our portfolio of headphones as fashion accessories during
Copenhagen Fashion Week?
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IN OTHER WORDS…
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A brand positioning exercise
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THE CONCEPT
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CONCEPT
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A photographic exploration of the synergies between consumer wearables and fashion
Six B&O PLAY headphones. Six fashion designers.
Six stories to tell.
1 photoshoot1 cphfw event
Lots of content!
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H8 H2 H7 Form 2i H3 H6
THE HEADPHONE RANGE
PROCESS DOCUMENTS
Vibskov x H2 – Contrast – Classic patterns – Graphic
PROCESS DOCUMENTS
Irina Benetyte x H7 Grey – Space craft – Weightless – Mirrors & Lights – Aluminum PROCESS
DOCUMENTS
Nicholas Nybro x H6 Natural – Nature extreme – Earthy colors – Renaissance painting
PROCESS DOCUMENTS
DESIGNERS
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ANNE SOPHIE MADSEN IRINA BENETYTE STRANGE
NICOLAS NYBROSAKS POTTS
HENRIK VIBSKOV
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EXPERTS
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UFFE BUCHARD CREATIVE DIRECTION BO EGESTRØM PHOTOGRAPHER
MARIANNE JENSEN HAIR ANNE STAUNSAGER MAKEUP
DENIS BJERREGAARD SET DESIGN
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Double click to play
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THE FINAL IMAGES
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PHYSICAL EXHIBITION
THREE CONTENT DESTINATIONS
DIGITAL EXHIBITION
SOCIAL MEDIA, JOURNAL & PRESS
PHYSICAL EXHIBITION
THREE CONTENT DESTINATIONS
DIGITAL EXHIBITION
SOCIAL MEDIA, JOURNAL & PRESS
Double click to play
PHYSICAL EXHIBITION
THREE CONTENT DESTINATIONS
DIGITAL EXHIBITION
SOCIAL MEDIA, JOURNAL & PRESS
PHYSICAL EXHIBITION
THREE CONTENT DESTINATIONS
DIGITAL EXHIBITION
SOCIAL MEDIA, JOURNAL & PRESS
6 DIFFERENT ‘BEHIND THE SCENES’ FILMS FOR SOCIAL CHANNELS
80ies inspired Hollywood make-up
60ies inspired eyes
TELLING THE DESIGNERS STORIES
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INTERVIEWS ON THE JOURNAL
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THE AUDIENCE IS TAKING THE OFFLINE EXHIBITION ONLINE
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INSTAGRAMS FROM THE EVENT
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GUIDINGPRINCIPLES
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CONTENT MARKETING AS A BRAND POSITIONING TOOL
IT’S NOT ALL ABOUT SALES
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Think followers, not leads
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BECOME YOUR OWN MEDIA
COMMUNICATE WTH AUTHENTICITY
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Your obsessions needs to be real and your passion
needs to shine through
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SMALL BRANDS NEEDS TO SHOUT LOUD
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Rather over the top, than under the radar
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A BIGGER PURPOSE
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Use your voice for something bigger than yourself
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