360º Activation

360º Activation:

JBL x Jérôme Boateng

A well-rounded concept

As a long-term brand ambassador, football star Jérôme Boateng was the face of many individual advertising campaigns and activations of the audio brand JBL. We were sure that even more would be possible!

We developed a 360°- campaign that contributes to sales and combines the disciplines of PR and media, social media, POS and marketing. Our goal was to create a connection between the values of Jérôme Boateng and JBL which benefits the brand.

Our approach linked the interests of Jérôme Boateng with the products of JBL: Jérôme is a music lover and style icon, he sets trends and has received multiple awards for this. According to the motto Style your Sound, we developed a multi-stage campaign and gave Jérôme the opportunity to design his very own JBL headphones.

We created the viral for the social media activation and advertising motifs for the current product collection in a combined photo and video shoot. In a social media contest, Jérôme Boateng and JBL called on their fans to develop their own headphone styles. PR and media collaborations with sports, lifestyle and fashion publications rounded off the campaign. Last but not least, we also managed to catch the end-consumer with a mobile music studio at the point of sale.

Jérôme Boateng stands for style, music and good taste. As a strong personality, he is creative himself and loves JBL. He is the brand, the brand is him – the perfect basis for an authentic campaign.

This campaign was a complete success! The social media competition achieved over nine million ad impressions and almost three million interactions in four weeks. Almost 600 participants submitted their individual headphone designs. The JB17 headphones, created by Jérôme Boateng and the JBL design team, were brought to life in a small series by an airbrush artist from Berlin and have achieved a large media presence to this day.