JBL JR HEADPHONE LAUNCH
THE BRIEF Create a campaign for the new launch of JBL JR kid-safe headphones
THE CHALLENGE Because these headphones sit at a higher price point than ‘go-to’ brands such as ifrogz, we needed to connect with parents (the buyers) without losing context of headphones that are made specifically for kids (the influencer of purchase).
THE SOLUTION Connect with the emotional mindset of our target audience (the kids) while reinforcing the quality of JBL’s product line (for the buyer). We unearthed that kids within this age demographic all shared this common ground around independence. This was an age where they want to feel empowered to make their own decisions that associate with who they are as an individual.We wanted to strike that perfect balance of the (aspirational) freedom of self-expression without losing sight of the (functional) product we were trying to sell. The empowering message of “kids only sound” appealed to our target while reassuring our buyer of their intentional use-case. Each creative extension leveraged mini personalities through unique little monster faces to help kids identify with their favorite headphones.
