Campaign Summary

Harman, through its JBL brand, sought to make a splash with the launch of its new Endurance Peak 3 earbuds, featuring the groundbreaking addition of snowproof capabilities. The campaign aimed to raise awareness and drive cultural conversations among generation Z and audio-obsessed sports enthusiasts. JBL executed an innovative campaign that spanned both real life and digital spaces. The centerpiece was a branded snowboard freestyle terrain park at Park City Mountain Resort, coupled with the first-ever YouTube homepage livestream takeover. The event was amplified with appearances by celebrities and influencers, creating a cultural moment that positioned JBL as a subculture-driven brand. The results were phenomenal, with the brand reaching 1.3 million new consumers, significantly increasing product familiarity among generation Z, and doubling sales compared to previous generations of the product.

Strategy

Objective

The campaign aimed to launch the JBL Endurance Peak 3 earbuds, highlighting their snowproof capability and driving awareness among younger consumers. The goal was to position JBL as a subculture-driven brand rather than a top-down audio company.

Context

JBL was releasing a new iteration of its Endurance Peak series, with the latest model being snowproof in addition to its existing waterproof and dustproof features. The campaign needed to differentiate this product from previous versions and connect with a younger, trend-conscious audience.

Target Audience

The campaign targeted generation Z consumers who are sports enthusiasts, culture creators, and fashion lovers, focusing on those who are deeply invested in audio quality and lifestyle products.

Creative and Media Strategy

The campaign combined real-world (IRL) and digital (URL) activations to reach the target audience. JBL created a custom snowboard freestyle terrain park at Park City Mountain Resort, featuring branded elements and larger-than-life earbud replicas. To extend reach beyond the physical event, JBL took over the YouTube homepage with a livestream of the "Shred the Runway" event, allowing a broader audience to experience the product launch.

Execution/Use of Media

The execution included:

• A branded snowboard park at Park City Mountain Resort, spanning the length of three basketball courts.
• Custom branding and larger-than-life earbud replicas integrated into the park.
• The participation of DJ Jae Murphy, social celebrity Jordyn Woods, and NBA star Tristan Jass to attract attention.
• A capsule collection of gear designed by Travis Spinks, featuring custom Endurance Peak 3 earbuds, Prada jackets, and Arc'Teryx snowsuits.
• Agile content production, including video, digital display, social posts, and influencer engagement, to amplify the campaign post-event for four to six weeks.

The main message emphasized the JBL Endurance Peak 3 as the ultimate snowproof addition to sports and snowboard gear.

Business Impact

The campaign was a resounding success, achieving:

• A reach of 1.3 million new people from the snowboarding and NBA communities
• A 13-point increase in product familiarity among generation Z consumers, surpassing the annual goal of 10 points within just six weeks
• 173 million impressions and 97 million video plays
• 150,000 clicks to the JBL website

Sales of the Endurance Peak 3 nearly doubled the previous generation's in just four months, with projections indicating that it would outsell all previous iterations combined within six months.

The JBL Endurance Peak 3 campaign successfully positioned the brand as a key player in the snowboarding and subculture-driven audio markets. By leveraging both physical and digital platforms, JBL not only increased product familiarity and sales but also created a memorable brand experience that resonated deeply with its target audience. The campaign's ability to drive cultural conversations and connect with generation Z in an authentic way set a new standard for product launches in the consumer electronics industry.