How does a premium hi-fi brand achieve cut-through in the world of Spotify-powered smartphones? Over the past 8 years, we’ve partnered with acclaimed loudspeaker brand DALI to help it navigate the world beyond traditional hi-fi, with innovative brand and product marketing campaigns. Check out some of the highlights below.
Lars Worre, DALI CEO
Mediablaze + DALI - 8 years of creative partnership
Alongside reaching a new audience with headphones and Bluetooth speakers, DALI has been focussed on delivering the best possible music experience for hi-fi aficionados. Our campaign for the high-end wireless DALI RUBICON C speakers uses retro cues to reawaken the dormant passion for music listening
Animated social media posts for Rubicon C
When DALI decided to enter the burgeoning high-end headphone market, they came to us to help with product marketing, 18 months ahead of the planned launch. We worked with the DALI team to name the product and identify its key selling points, before developing the eye-catching creative, and rolling it out across all channels ‒ including implementing a paid media campaign.
Portrait Series shot by Nick Eagle
With the launch of the brand’s first ‘wireless’ hi-fi speakers, DALI CALLISTO, we set out to broaden DALI’s audience by targeting female music lovers as well as audiophiles. So we developed a campaign that invited the audience to embrace the convenience of digital music without compromising on quality: Connect, Play, #HearMore
We identified an ambassador (upcoming singer/songwriter Laurel), shot stills and a promo video, created a 3D animation, and implemented a social media ad campaign.
Our persona-specific creative allowed us to target content to distinct audiences, building awareness before retargeting with consideration content. The result was an above-average view-through rate, driving high-quality traffic to the product page.
Having produced a brochure for every DALI product launch since 2013, from 2018, we upped our game by producing a bi-annual magazine and regular podcast.
Inspired by DALI’s mission to reproduce the sound the artists intended as closely as possible, we called the magazine Be There. Edited by award-winning music journalist Andrew Harrison, Be There is packed with editorial features that take its readers and listeners behind the scenes of some of the most famous moments in music history.
For two decades, the hi-fi market has been almost exclusively fuelled by Gen Xers, for whom a high-quality audio system was a coming-of-age ritual. But in the age of MP3, that market is rapidly shrinking. So DALI asked us to help launch a product that brought its passion for audio quality to a totally new market: millennials.
Based on insight about the insular experience of MP3 music, we created a ‘share the sound you love’ proposition, and teamed up with four ambassadors to help spread the message. We also hooked up with over 50 Instagram designers and illustrators to riff on the theme and share their vision of the music they loved. The resulting content was promoted on Facebook and Instagram ‒ and captured for posterity on a Tumblr blog.
KATCH Campaign video shot by Scott Hutchins