HOW TO REACH AND ENGAGE MILLENIAL AUDIENCES?
Let's reach the Young
The 40-year-old speaker manufacturer has always been a synonym for high quality all around the world’s professional studios. Yet, the brand had lost contact to the younger generation: The potential hardcore users who produce in their living rooms.
Event concept like no other
We created a Genelec live music event in collaboration with music broadcasting company Boiler Room. What’s more, we also had a competition, where the home producers were challenged to create a track that will push their speakers to their limits. The artist with the most streamed piece on Soundcloud was rewarded a spot to play at the Genelec x Boiler Room party with tons on online viewers. The event was marketed with an episodic video series called ”Science of Sound” that highlighted what it takes from the speakers to create truly complex sounds.
Reaching the goals
The Drum DADI Awards 2018 - Silver in Branded Content.
Effie Awards Finland 2018 - Shortlisted
Producers participated in the consumer contest
Live broadcast audience
Social Media reach
Social Media engagement
Purchase Intention Growth