JBL: Peaks on peaks – shred the runway

Audio equipment manufacturer JBL drove sales of its new Endurance Peak 3 earbuds and brand awareness among Gen Z in the US, with a snowboarding event amplified by mobile content.

Campaign details

Brand: JBLAgency: Havas Media NetworkRegion: North America

Strategy

Objective

JBL, a leader in audio quality electronics, was releasing a new, improved earbud in Q1 2023 and were looking to grow their presence among younger consumers and the true wireless speakers' industry. This new earbud is a true innovation in the audio category. The Endurance Peak 3 headphones, which were already waterproof and dustproof, have added SNOWPROOF to this iteration.

The campaign objective was to launch this new product by gaining awareness, driving cultural conversations and increasing product familiarity with younger consumers in an...

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