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HELLOINTERNET WEEK

DENMARK!

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WHO AM I?

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JAKOB KAHLEN

Creative Director, 1508 Creative Director, Storyplanet NYC

Creative Director, Hello Monday Global Creative Director, B&O PLAY Creative Director & Founder, Trouble

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B&O PLAY — CONTENT MAKETING

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BUILDING A DIGITAL BRAND

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WHAT IS B&O PLAY

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· REBEL CHILD OF BANG & OLUFSEN · HEADPHONES & PORTABLE AUDIO SYSTEMS

· MISSION: POSITIONED AS A LIFESTYLE BRAND· THE BRAND IS INHERENTLY DIGITAL

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MARKETING STRATEGYULTRA SIMPLFIED

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LIFESTYLE BRAND

PRIMARILY DIGITAL

CHANNELS

URBAN CREATIVE

PROFESSIONALSCONTENT

MARKETING+ + =

LIFESTYLE BRAND

PRIMARILY DIGITAL

CHANNELS

URBAN CREATIVE

PROFESSIONALSCONTENT

MARKETING+ + =

Mission Channels Target audience

Strategy

PRODUCT

CONTEXT

CULTURE

CO

NT

EN

T M

AR

KE

TIN

G M

OD

EL

HOW PRODUCT PHOTOGRAPHY BECOMES CONTENT

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Product

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Product photography

Design process

Under the hood

Into the details

HOW THE PRODUCT CONTEXT BECOMES CONTENT

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Context

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IN THE HOME (Audio systems) ON THE GO (Headphones + bluetooth audio)

In the Home: Styled photography

In the Home: Editorial photography

On the Go: Styled photography

On the Go: Editorial photography

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Culture

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EDITORIAL PLATFORM: JOURNAL

MUSIC & SOUND DESIGN & CRAFTSMANSHIP

STYLE & FASHION

Music

Fashion

Crafts

Portraits BY B&O PLAY

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THE BRIEF

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BRIEF

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How do we showcase our portfolio of headphones as fashion accessories during

Copenhagen Fashion Week?

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IN OTHER WORDS…

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A brand positioning exercise

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THE CONCEPT

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CONCEPT

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A photographic exploration of the synergies between consumer wearables and fashion

Six B&O PLAY headphones. Six fashion designers.

Six stories to tell.

1 photoshoot1 cphfw event

Lots of content!

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H8 H2 H7 Form 2i H3 H6

THE HEADPHONE RANGE

PROCESS DOCUMENTS

Vibskov x H2 – Contrast – Classic patterns – Graphic

PROCESS DOCUMENTS

Irina Benetyte x H7 Grey – Space craft – Weightless – Mirrors & Lights – Aluminum PROCESS

DOCUMENTS

Nicholas Nybro x H6 Natural – Nature extreme – Earthy colors – Renaissance painting

PROCESS DOCUMENTS

DESIGNERS

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ANNE SOPHIE MADSEN IRINA BENETYTE STRANGE

NICOLAS NYBROSAKS POTTS

HENRIK VIBSKOV

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EXPERTS

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UFFE BUCHARD CREATIVE DIRECTION BO EGESTRØM PHOTOGRAPHER

MARIANNE JENSEN HAIR ANNE STAUNSAGER MAKEUP

DENIS BJERREGAARD SET DESIGN

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Double click to play

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THE FINAL IMAGES

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PHYSICAL EXHIBITION

THREE CONTENT DESTINATIONS

DIGITAL EXHIBITION

SOCIAL MEDIA, JOURNAL & PRESS

PHYSICAL EXHIBITION

THREE CONTENT DESTINATIONS

DIGITAL EXHIBITION

SOCIAL MEDIA, JOURNAL & PRESS

Double click to play

PHYSICAL EXHIBITION

THREE CONTENT DESTINATIONS

DIGITAL EXHIBITION

SOCIAL MEDIA, JOURNAL & PRESS

http://www.beoplay.com/landingpages/portraits

PHYSICAL EXHIBITION

THREE CONTENT DESTINATIONS

DIGITAL EXHIBITION

SOCIAL MEDIA, JOURNAL & PRESS

6 DIFFERENT ‘BEHIND THE SCENES’ FILMS FOR SOCIAL CHANNELS

80ies inspired Hollywood make-up

Renaissance haido

60ies inspired eyes

TELLING THE DESIGNERS STORIES

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INTERVIEWS ON THE JOURNAL

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THE AUDIENCE IS TAKING THE OFFLINE EXHIBITION ONLINE

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INSTAGRAMS FROM THE EVENT

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GUIDINGPRINCIPLES

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CONTENT MARKETING AS A BRAND POSITIONING TOOL

IT’S NOT ALL ABOUT SALES

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Think followers, not leads

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BECOME YOUR OWN MEDIA

COMMUNICATE WTH AUTHENTICITY

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Your obsessions needs to be real and your passion

needs to shine through

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SMALL BRANDS NEEDS TO SHOUT LOUD

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Rather over the top, than under the radar

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A BIGGER PURPOSE

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Use your voice for something bigger than yourself

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THANKS FOR WATCHING

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JAKOB KAHLEN

JAKOB@TROUBLE.COTWITTER.COM/JAKOBKAHLEN

INSTAGRAM.COM/JAKOBKAHLEN