PR introMay 2015

AGENDA

• AGB• B&O PLAY• PR

o Challengeso Focuso KPIs

• Caseo Campaigno Results

AGB

• Danish School of Advertising• Copywriter DDB• Creative Tribal + Republica + Hello Group• Freelance • Director MSL Group• Global PR & Communication B&O PLAY

ENTERPRISE

BANG & OLUFSEN

(AUTOMOTIVE) ICEpower

PORTFOLIO

A9

A2 A8

Beolit 15

S8

H6

Audio Systems

H2

Headphones

Earset 3i

Form 2i H3

H8

B&O PLAY vs Bang & Olufsen

USP

Craftmanship and superior sound

Our brand builds on generations of craftsmanship and expertise, and shares the same skills in acoustics and design that define the Bang & Olufsen brand.

Attention to details

We pay attention to detail in everything that surrounds our products. All we do is done with passion and a care for the product and for our customers.

Design and simplicity

All of our products aim to create simplicity and to remove complexity from people's lives. We create designs that naturally make our products express how they should be used.

TARGET GROUP

A group of people that represent the aspirational but obtainable characterized

by:

• A youthfull and energetic approach to life

• Making empowered decisions

• Choosing a different path

• Choosing brands that match their personality

• Making music social

• Age group: 25-45 year old

BRAND POSITIONING

Fashion & Lifestyle

Qu

alit

y &

Inn

ova

tion

X

X X

PR

CRM Social Media PR

The Journal - printed

More than 1.8 mio copies

Partners: Vogue UK, Wallpaper, GQ UK & DE, ELLE and ELLE Deco

Facebook80.948

Instagram16.801

Twitter3.499

The Journal – Blog

About 4.000 montly visitors.

Seeding & PartneshipsNewsletter

More than 35.000 subscribers.

CONTENT SHARING

Challenges• Low brand and product awareness among consumers• Knowledge among medias is not established and reached• B&O heritage equals high price• Global market reach but limited resources to communicate the brand• Many competitors are screaming for attention and competing on media space

Opportunities:• Strong BANG & OLUFSEN heritage to build upon• High interest from media, easy access• Several new products launches • Instant liking of products once tested• Strong link to Danish Design and craftsmanship

CHALLENGES & OPPORTUNITIES

• Increase brand and product awareness – push our brand name B&O PLAY

• Drive consumers to our digital channels via relevant content marketing

• Increase number of product reviews

• Optimize PR activities and coverage in A-markets and secure basic coverage in B and C markets

• Secure clear and timely communication and reporting to internal and external stakeholders

• Secure global agency structure

FOCUS

Always be:• Editorial• Informative• Full of content • Engaging• Clearly aimed at Call To Action

Never be:• Pretentious• Advertising• Focussed in selling

Key messages:• B&O PLAY is all about superior sound quality and trendsetting design• B&O PLAY is not expensive • B&O PLAY is a brand that defines the Creative Urban consumer • B&OPLAY is easily accessible online

ENGAGING THE PRESS

PR Package A markets• Press release in local translation• Images• Units for Test & Review• Interviews e.g designer + HTL• Local agency support

PR Package B markets• Press release in local translation• Images• Possible Units for Test & Review• Distributed through local Country Manager and/or Retailers PR setup

PR Package C markets• Press release in English• Images• Distributed through local Country Manager and/or Retailers PR setup

17

MARKET SUPPORT

KPIs

• Reach 50%+ of all Tier 1 media

• Create traffic to beoplay.com and SoMe

• Secure quality rather than quantity

• Increase brand awareness

A2

1. English press release approved internally

2. Press release translated into 12 languages

3. Pitch to selected media incl. T&R

4. Update of stakeholders

5. LAUNCH – global press release to relevant on- and offline media and bloggers

6. Follow-up on media incl. T&R

7. Seeding to ambassadors and other VIPs

8. Newsletter

CAMPAIGN PLAN

TRAFFIC TO WEBSITEGoogle analytics

COVERAGE

Cover storyReviews

COVERAGE

Interviews

Interior

COVERAGE

National TV Video test

COVERAGE

SoMe

Blogs

“B&O PLAY by Bang & Olufsen has just taken the wraps off the new BeoPlay A2 which features ground-breaking innovation, jaw-dropping sound and design, and a functionality that will leave you speechless”, - Consumer Electronics Daily News US

“Anything Bowers & Wiklins can do, Bang & Olufsen can do even better.“, - Engadget DE

‘The A2 is a fashionista tech klaxon… the catwalk clutch wireless speaker.’ - Metro UK

“The A2 joins a new breed of Bluetooth speakers that are angling to be the only room speaker you'll ever need. In the mornings it'll be your wake-up alarm, in the evenings it'll be the speaker you take into the kitchen and then after dinner you'll use it to chill out in the living room” - Huffington Post

“We are used to Bang & Olufsen go new ways when they launch new products. They do not disappoint this time either.” Audiophile.no

“It is super cool!” - Monte Carlo on DR3, DK

QUOTES

RESULTS AFTER THREE MONTHSGoogle analytics & Meltwater

76% website traffic increase first two

weeks

PR driven traffic to website 540%

165.000,000total impressions

524 online articles

65+% reach of Tier 1 media on A

markets

59 media reviews

RESULTS AFTER THREE MONTHSMeltwater

BEOPLAY A2 vs B&W T7 vs BOSE SOUNDLINK COLOR OCT-APRAll launched October 2014

With more than 50.000 units sold worldwide after just three months the A2 is the fastest selling product ever in the history of Bang & Olufsen

IN SHORT

Thanks for playing attention