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 Audios next challenge was 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 categories goal is compete and outperform the likes of Apple ear pods, Bose and Beats. To meet this challenge the sub brand of Melomania was born. All of the expertise and values of 50 years of technical expertise was condensed into a smaller more ‘Consumer friendly’ product.

 

The ‘activation’ included a full suite of brand material including identity, packaging, movie and photoshoot, digital, social and App. This collateral was used for the global campaign across multiple platforms, media and retail channels.

 

This sub brand launch provided a mechanism for a refreshed,‘calibrated’ strategy and ‘platform’ for Cambridge Audio. This new strategy enabled more consistent articulation of existing product categories and future product development.

 

 ‘Feel immersed in Sound’ formed the master strategy for expansion of Cambridge Audio in the untapped US market.

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