Breaking Through the Noise at CES
Jabra, best known for its Bluetooth headsets used by call centers and road warriors, tapped 360PR+ to help the brand breakthrough in the red-hot consumer wearables category. We needed a strategy that would help the Jabra Sport line of wireless ear phones – which combined superior sound and a heart rate monitor – rise above the noise at CES. Moreover, we needed to earn accolades with influential consumer tech and lifestyle media across the year, raising awareness and driving sales of the new line.
360PR+ enlisted Ironman Triathlon World Champion Craig Alexander to put the new Jabra Sport headphones to the test. Far from Alexander’s typical race course, our launch “marathon on a treadmill” in the halls of the Las Vegas Convention Center had influential media lining up to get a glimpse of Alexander and the new Jabra Sport line. Next we headed to a CrossFit studio in New York, inviting media to put Jabra Sport to the test themselves. Keeping Jabra Sport top of mind across the year, we conducted demos with editors at Mobile World Congress and seeded the headphones with broadcast contributors, leveraging our relationships and messaging that was as clear as Jabra’s audio.
With positive coverage and ratings blanketing men’s, women’s, tech, fitness and mainstream news media, traffic to Jabra.com spiked and retailers took on more inventory. All of that paved the way for Jabra Sport sales success in year-one, and set up expanded distribution and continued success in year-two.