JBL POOLSIDE 2020
WAIHEKE ISLAND PARTY
When JBL New Zealand needed to connect with youth culture ahead of the launch of its new product line for 2020, JUPITER REPUBLIC harnessed the power of music to bring together Auckland’s best and brightest talents to reaffirm JBL’s position as a leader in providing a platform to empower local artists.
THE CHALLENGE
Despite quickly increasing market share in all product categories, JBL New Zealand was struggling to connect with Millennial and Gen Z customers on social media. JBL had a limited active social media audience in New Zealand, as the territory had previously been covered by blanket AUS/NZ social handles, preventing the brand from connecting meaningfully with young New Zealanders.
THE SOLUTION
We advised JBL NZ to establish its own identity on social media by making its presence felt in a bold and uniquely Kiwi way.
Our goal for JBL NZ was to make a ground-breaking statement that culturally translated the values of what the brand stood for. We collaborated with JBL to create a unique music festival experience on Waiheke Island that embraced New Zealand music's diversity and inclusive authenticity.
THE METHOD
Our team invited 100 of Auckland’s most respected young trendsetters, artists, designers and media to an exclusive music event at a private resort on Waiheke Island - the jewel in the crown of Auckland’s Coastal Islands. Every guest was chosen for their influence in the local creative industry and their ability to communicate honestly with their audience.
The festival lineup featured the best up-and-coming artists from Auckland's music scene, putting them in the spotlight and underlining JBL's commitment to supporting local talent. Branding and product were tastefully styled to complement the beautiful outdoor venue, resulting in a laid-back atmosphere where the guests could genuinely engage with one another and find their own connection with the brand.
THE IMPACT
JBL Poolside didn’t just provide the setting for strong ties to be formed between Auckland's creative influencers and the brand, but it also allowed JBL NZ to reach hundreds of thousands of Millenials and Gen Z music lovers in an organic and meaningful way.
As a result of the authentic storytelling in the content generated by our team, guests raced to their social channels to share event images, aftermovies, hype-reels, and new product information with their respective audiences, allowing JBL NZ to also benefit from a secondary wave of organic influencer marketing activity.
The event established a strong foundation for JBL’s cultural relevance in the local music scene and jump-started the development of a diverse and highly engaged social community.