• Increase UK sales, reinforce the brands affinity with sporting achievement in the UK
• Dominate SOV for mentions/engagements around Anthony Joshua,
• Elevate the Be Heard owned channels,
• Maximize views of ‘product in the moment, engagement and brand mentions.
Beats is a headphone brand historically steeped in sporting culture, a unique marketing approach for the category, but one that allows it to stand apart from it peers.
A cast of global sporting heroes acting as brand ambassadors — from Wimbledon champion Serena Williams to American basketball’s Kevin Garnett — have enabled the brand’s ‘Be Heard’ banner to resonate with sports and music lovers across the world.
In order to take the UK market by storm, Beats needed to reinforce its products’ synonymy with British sporting achievement. Opportunity came calling when Beats ambassador, North London boy and rising boxing star Anthony Joshua was to take to the ring and fight former champion Wladimir Klitschko in April 2017.
To deliver, Beats amalgamated brand, agencies and media owners in a collaborative first. They created a highly compelling, unprecedented live activation around the most highly anticipated fight of the year. Joshua won in the ring and helped Beats triumph outside it.
Beats’ strong, long-term relationship with Sky Sports would be fundamental, they fully collaborated in this campaign as they not only allowed them to feed its product and brand into Sky’s boxing coverage but they also gave them unprecedented access to Sky’s production teams, enabling Beats to shoot and use raw real-time footage in its content.
We effectively created a cross-agency studio, a hub staffed by brand and agency creatives and strategists collaborating to create and distribute content across a suite of media and channels. We called it the ‘’Beats Media House’’ and it would generate both anticipated and reactive real-time Anthony Joshua content pre, during and post-fight.
Our content strategy was designed to make Beats part of the conversation around the Joshua vs Klitschko fight.
Beats exploited the full spectrum of social content, spanning copy, visuals and sound and their own content played a significant role being spliced into the broadcaster's programming, while we employed Beats’ owned channels, YouTube, Facebook, and Instagram, to carry content.
This content would be augmented by paid media spots, including an integration with Twitter's Instant Unlock Card, where boxing fans could support Joshua using the #BeHeard campaign banner, rewarding them with exclusive content.
A partnership with Apple Music allowed people to share Joshua's famous ring-walk tracks.
Twitter Moments was used to gather all content posted by Joshua, Beats, Sky Sports and others.
Our exclusive three-minute film, ’London's Son’, took viewers on a journey around Joshua's neighborhood.
Sky was invited to Beats’ film shoots, giving the broadcaster access to talent. This content was integrated into Sky’s own.
Beats had access to Sky’s camera crew, allowing the brand to feed real-time Sky-credited content into its own, while a co-branded Facebook live stream from Joshua’s locker room built further engagement.
The soon-to-be champion received a call from Dr. Dre via Skype, and we uploaded that on Facebook.
The moment Joshua arrived at Wembley Stadium wearing his Beats was made into a film; while an hour before the first bell, Beats broke content showing Joshua psyching himself up.
The night's action was punctuated with reactive Instagram stories, and a Snapchat filter was run over Wembley Stadium.
After Joshua's win, celebratory content was retargeted at Facebook users who had previously engaged with the content.