To reinvigorate Bang & Olufsen and boost the brand’s relevance among consumers of the digital generation with a new sub-brand.

The Solution:

Co+ began by developing a new name and identity for the sub-brand — called B&O Play — which is geared toward consumers slightly younger, at price points more attainable than the mainline brand. Co+ went to work interpreting Bang & Olufsen’s strong core values and enforcing them in a fresh and spirited way. We built a 360-degree marketing campaign and communications platform for B&O Play that would build consumer involvement. At the forefront of all efforts was a commitment to evoking the senses and elevating the experience of listening and watching, thanks to B&O Play products.

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To reinvent the soul of the brand and strengthen its bond to customers, old and new.

The Solution:

Co+ created a series of emotional and introspective films under the umbrella of “What Moves You” describing powerful experiences punctuated by sound, sigh or story. The films, developed and produced by Co+, are the heart of a fully global, digital campaign designed to strengthen involvement and the brand’s relationship with the target group. Each intensely personal and moving story is told by a unique person or character, in order to move the viewer and create a deeper bond between customer and product.

This positions Bang & Olufsen as more than products with nice features and specs, but as a brand able to move people on a level deeper than any competitor.

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