Direct mail and advertising campaign for luxury AV brand

The Challenge

Bang & Olufsen is world renowned for its distinctive range of quality audio, video and multimedia products. The Liquid Way were charged with encouraging purchase of its BeoSound 1 compact music system and BeoSound 6 
MP3 player via a tactical European offer.

The Liquid Way

Customer insight positioned the products as a lifestyle accessory so a campaign was created employing carefully styled and art directed photography to show off the flexibility of the audio combination in and around the home.

Tactical direct mail, advertising and in-store POS were created in English, French and Dutch. The direct mail was produced using high resolution digital print which enabled each piece to appear to come directly from the potential B&O customers’ own local dealership.

Liquid Results

The campaign proved so successful that factory production was unable to keep up with the demand for the BeoSound 1.