JBL: Noise-Cancelling Vs. Noise Jamming

US audio equipment manufacturer JBL grew sales of its noise-cancellation headphones and improved its brand image in Japan, with a YouTube-style vlog ad and Spotify audio equivalent.

Campaign details

Brand: JBL Brand owner: Harman International Entrant company: BBDOIdea creation: BBDO Tokyo Market: Japan Sector: Audiovisual products Media channels: Word of mouth, Influencers, KOLs, Social media, Websites & microsites, Online display, Public relations, Radio & audio Budget: Up to 500k

Executive summary

In Japan, although known as a noisy country, the penetration rate of noise-cancellation earphones has somehow remained at 40%.

Various brands spend significant amounts on educating consumers about the superior listening experience of using noise-cancellation earphones, but none of them...

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