In the summer of 2018 Libratone launched TRACK+. A wireless ultra-compact in-ear headset with ANC and ergonomic fit. For the product launch, they issued an agency pitch for a set of assets to promote the launch and tell the product story to their target audience.
The campaign was created with a “Mobile Only” approach consisting of a content strategy spanning both paid and owned channels including social media. The Refinery created more than twenty basic “stories” that were each formatted to a total of over a hundred different versions to fit every possible channel. Instead of creating an overall campaign umbrella focusing on a core story, every story is centered around a single product USP – communicated as a user benefit.
Creating a “thumb-stopper”
Every story is based on an insight that you can’t really keep the attention span of the consumer for more than a few seconds. This means that they all follow a format of creating enticing content to get attention and then communicate a single product benefit followed up by a quick ending bringing the product name and the brand Libratone in play – skipping the classical dogma of using a campaign tagline or always having “logo first” on digital channels.
A revitalized Libratone brand look with bright colours and complementary coloured styling generates immediate attention. That attention is then further enhanced with a fashion styling consisting of “athleisure” clothing from contemporary fashion brands – after all it is a headset for the active user.
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