Premium UK audio brand KEF was keen to reach a younger demographic audience for its flagship KEF LS50W II speakers.
Though still respected, KEF was often seen as rather old-fashioned and conservative. So off the back of a global "innovators in sound" rebrand we suggested they work with other "innovators in sound" - Lo-fi artist.
We created a 12 month global partnership with the newly-launched label, Bluewerks: a collaboration between iconic record labels Blue Note & Astralwerks.
The campaign features co-branded playlists, brand-amplified Spotify singles, on-ground activations in key markets starting with Asia, and three "KEF in Studio" content pieces featuring Bluewerks Lo-fi artists – Shrimpnose, TAKEO and Arbour.
The video content, filmed at Capital Records LA, features a mix of interview and live performance, with prominent brand integration of the KEF LS50W II speakers.
In addition to posts on artist socials, Astralwerks and KEF platforms, the videos were also used for in-feed advertising and inbound marketing to the KEF SoundLab site. Each of the content pieces hit almost 40k views with very little media push, far exceeding KEF's usual KPI's, and the Spotify singles for Shrimpnose and Arbour have had over 1M streams each.
The client has renewed the partnership into 2023, with more activations and content to come.
Directed by Alex M Kennedy Production Company: Sequoia Films Creative Producer, Capitol Records: Syd Golombek Creative Director, Astralwerks/ Capitol: Joe Mortimer, Creative Director, UMG for Brands: Mike Middleton
Directed by Alex M Kennedy Production Company: Sequoia Films Creative Producer, Capitol Records: Syd Golombek Creative Director, Astralwerks/ Capitol: Joe Mortimer, Creative Director, UMG for Brands: Mike Middleton
Directed by Alex M Kennedy Production Company: Sequoia Films Creative Producer, Capitol Records: Syd Golombek Creative Director, Astralwerks/ Capitol: Joe Mortimer, Creative Director, UMG for Brands: Mike Middleton
We also featured the product in artwork like these animated loops for social and youtube playlist
And the monthly playlist artworks and singles artwork