Business Challenge:
Raise consumer awareness of JBL LIVE LAUNCH at BestBuy.
Communication Objective:
Drive recognition of JBL’s new collection of noise cancelling and true wireless headphones
Increase the flow of shoppers to BestBuy during Black Friday Live Launch of JBL’s collection, as well as traffic to their website on Cyber Monday
Get in Your Zone: In-Store Experience Activation for JBL
Key Responsibility:
Building on these audience insights, I led the development of a creative execution centered around a dedicated experience room at Best Buy. This immersive space was designed to reflect the lifestyle and preferences of our target audience, enhance customer engagement, and ultimately increase purchase intent.
Identified Target Audience:
Gen Z and young millennials (ages 18–28) who live in urban environments and lead active, expressive lifestyles. They value immersive experiences, stay current with technology trends, and view electronics as extensions of their identity. This insight informed both the tone of the campaign and the in-store activation concept, designed to engage this audience through a sensory-rich, personalized experience.
