Case Studies - Altec Lansing

Client: Altec Lansing (Speaker Manufacturer)

Campaign: Orbit Speaker - market research / product seeding & product demonstrations

Brief:

To raise awareness of the new ‘Orbit’ MP3 speakers, through execution of an integrated product awareness / data capture / product seeding campaign.

Target Audience:

• ‘Trend-setting’ core user groups aged 14-25

Campaign Description:

• Promo Team:
  • Link Communication provided funky teams of street dancers to engage with the target audience, show off the speakers to some stylish body popping break dancing.
  • The teams also organised on site data capture via a competition, to collect thousands of customer addresses.


• Staff Branding:
  • The teams were kitted out in eye catching hoodies to emphasise their ‘street’ credentials.


• Data Capture / Survey Management:
  • The contact data collected during the campaign, as well as the surveys completed by the target audience, were collated after completion of the campaign by Link Operations Team and returned to the client.


• Staff Briefing:
  • All staff were fully briefed and confidently able to answer FAQ’s on the speaker product and its specifications, product usage guidelines, pricing of the speaker.
  • The team of dancers were “poppin and lockin” to the beats played by the orbit, throwing in street break dance moves as part of the interaction during the activity.

Results:

• Recipient feedback was extremely positive amongst the target demographic.
• Young people targeted were almost always happy to receive a free mp3 speaker (or money-off voucher) in return for their personal details.