Growing a new audience
When Jabra wanted to drive awareness of its new Jabra Elite Sport headphones, within the sports and fitness sector, we did three things.
First, backed with data, we laid the groundwork for exclusive pre-launch reviews. Second, we created a new narrative which would be relevant for the target audience. Third, we spotted a trigger point to tell our story and educate audiences on everything that makes Jabra great. Apple’s iPhone 7 was being rumoured to be losing its headphone jack. Jabra went wireless before all of its competitors. The idea? Hit the Road Jack – a story of pioneering innovation and relevance for a new target audience which delivered coverage, views and traffic.