JBL Link Launch Event
PR Launch Event
On tour with JBL
With the introduction of the JBL Link series, audio expert JBL presented voice-controlled wireless speakers for the first time. As a premium partner for Google Assistant in Europe, the new speakers should also open the door for Google’s voice assistant in the European market.
The market launch took place a few weeks before Christmas, and the media and opinion leaders had to be informed quickly and comprehensively. The focus was on rapid reporting as well as positioning the JBL Link products as an easy start in the networked home.
This involved journalists with extremely little time in addition to complex challenges for the communication and positioning of the products. No easy prerequisites for a perfect product launch. Thus, we opted for a one-time product presentation with high information and entertainment value as well as a WOW effect.
Within the shortest time, we researched stylish and centrally located private flats in the media centres of Berlin, Hamburg and Munich and turned them into exclusive smart homes – powered by JBL Link. Our team installed the speakers in all rooms and connected them to the control centre for the smart home. Intelligent lamps, smart sockets, networked thermostats and more were used in the locations and could be operated comfortably via voice control through the JBL speakers. For this purpose we developed an informative and entertaining product presentation. This way, journalists and bloggers were able to get to know JBL Link, experience the variety of functions in a smart home and play through the usual daily routines themselves. The conception and implementation took place with a lead time of less than three weeks.
In small groups of four to five participants and over several time windows per day and location, we were able to respond individually to enquiries and explain the JBL Link products precisely to the journalists’ prior knowledge. For many participants, the event was the first opportunity to experience and try out a real smart home for themselves.
On three event days, we welcomed 39 journalists representing a total of 55 media organisations. In addition to the heavyweights from the technology and consumer electronics segments, we were also able to welcome representatives from relevant men’s and women’s magazines as well as lifestyle and daily media organisations. At the events, we distributed 50 test samples and were able to realise numerous tests in the shortest time and place additional publications in the context of smart home topics. Moreover, numerous journalists were impressed by the comprehensive integration of the JBL Link products into a networked home that no competitor has been able to present at this depth and with the integration of products from other brand manufacturers.
As we assigned participants into small groups and time slots, in addition to meeting important PR contacts we were able to give demonstrations for numerous sales and trading partners of the customer.