Creating an Environment for Perceived Value of $300 Consumer Brand Headphones

THE CHALLENGE

The challenge was to create a Monster retail experience that established the perceived value of the $300 Dre Beats headphones and make them look more like a lifestyle accessory than a consumer electronics gadget.

THE JOURNEY

So what we decided on is to leverage the persona of the many urban music icons and the lifestyles that endorsed them. Nightlife, Music and Swagg were all incorporated into stand alone POPs where Dre Beats head phones were displayed along with kiosk that allowed you to watch and listen to the latest videos of the endorsing artist using the Dre Beats headphones.

THE ARRIVAL

What was created was a believable retail experience that drew the consumer in from the far corners of the store. Store patrons lined up for the chance to get a listen to the latest music video listening through the hottest urban electronics fashion acccessory since the pager and Dre Beats was born,

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