Goals
- Increase local and global brand awareness of product launch by activating Soundboks and HiFi Klubbens target audience
- Connecting the new product with the target audience
- Position the brand and product within target audience
Approach
- Created a global retail store go-to-market strategy
- Re-designing the retail stores (incl. POS-Materials) and gifting the new product through public raffle
- Produced and executed guerilla activation for the target audience, incl. DJ performance, designing of retail POS-Material and content production
Results
- Reached a new audience consisting of 250.000 people
- Increased product hype and email lead generation for an unreleased product
- High visibility and deep interaction for the new product within the target audience
„Soundboks Go launch shakes Hifi Klubbens retail stores with exciting guerilla activation“
Summary
+233c created a comprehensive strategy for launching the new Soundboks Go product in global retail stores.
The exciting guerilla activation concept featured a public raffle and music experience where lucky winners were gifted the latest product, creating a sense of excitement and anticipation.
The concept was implemented in HiFi Klubben stores in Hamburg, Berlin, Copenhagen, and others. Guests had the opportunity to participate in interactive competitions and enter sweepstakes to win a Soundboks Go before its official sale. The concept successfully created buzz and generated interest among the younger demographic.
+233c also executed unique pop-up events in Hamburg and Berlin, including redesigning the HiFi Klubben stores and creating eye-catching point-of-sale materials and a dynamic DJ performance by Toriño. The events successfully connected with local Soundboks enthusiasts, fostering a sense of community and excitement. With over 300 attendees per event, the pop-up events were a resounding success.
