GENELEC

HOW TO REACH AND ENGAGE MILLENIAL AUDIENCES?

TASK:

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.

SOLUTION:

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.

GENELEC

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.

boiler room news clips copy

RESULT:

Consumer Contest: More than 1200 producers participated
Live broadcast audience: 2,1 million people
Social media content: Reach + 10 million people,
Engagement (likes, comments & shares) + 100 000

33 media hits from USA to UK and Germany to China.
This equals 18.5 million music lovers.

And most importanttly - we’ve increased purchase intent by over 80% amongst an audience of millions.

The Drum DADI Awards 2018 - Silver in Branded Content. 
Effie Awards Finland 2018 - Shortlisted

>80%

Purchase Intention Growth

>30 mil

People reached

>90 000

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