CAMBRIDGE AUDIO
'Feel immersed in Sound'
Since 1968 Cambridge Audio has been the instruments of choice for the discerning audiophile. Stemmed from decades of passion, craftsmanship and innovation, their portfolio of products consists of everything from the finest speakers to DACs and music systems.
Cambridge Audio's next challenge was to diversify and reach a broader, younger but no less demanding consumer. Our answer laid in the launch a new product category of Lifestyle Audio. This category's goal was compete and outperform the likes of Apple earpods, Bose and Beats. To meet this challenge the sub-brand Melomania was born. All of 50 years worth of technical expertise and values, was condensed into a smaller, more ‘consumer friendly’ product.
The activation included a full suite of brand material including identity, packaging, movie, photoshoot, digital, social and app. This collateral was used for the global campaign across multiple platforms, media and retail channels.
The sub-brand launch provided a mechanism for a refreshed, calibrated strategy and platform for Cambridge Audio, allowing more consistent articulation of existing product categories and future product development. ‘Feel immersed in sound’ became the master strategy for Cambridge Audio and was the linchpin for its launch to the untapped US market.
STRATEGY + CONSUMER + PACKAGING + DIGITAL + PHOTOSHOOT + MOVIE + SOCIAL + LAUNCH