Launching Bang & Olufsen into the enterprise hotel market

The Challenge

Encourage hotel owners to install Bang & Olufsen in their rooms and suites.

The Liquid Way

The enterprise market is traditionally driven by price. Our solution was to incentivise hotel owners to buy Bang & Olufsen by creating a coffee table-style hotel guide exclusively promoting hotels around the world which featured B&O.

We wanted a unique name which reflected the B&O brand and origins and came across the Danish word ‘hygge’. Though with no literal English translation, its essence expresses a strong sense of belonging – the emotion of feeling at home amongst a close circle of friends; The same emotion B&O customers would feel picking up a familiar remote control in a luxury hotel room with BeoVision and BeoSound AV.

The ‘Hygge hotel guide’ was created in 5 languages and distributed to the Bang & Olufsen key customer database.

Liquid Results

The concept was well received by the enterprise market with one Spanish owner signing Bang & Olufsen on the condition that the book would include their hotel.

We also extended the campaign to consumer prospects by creating a direct mail piece inviting them to visit their B&O dealership and experience a demo of the new BeoVision 7 television in return for a free Hygge guide.

The book established B&O as being a major supplier in the enterprise market and overall B&O Enterprise sales rose by 61% year-on-year.