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JBL | Havas Media

The Ear-N-Vasion of the JBLiens

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    • Consulting & Ideation
    • Strategy
  • Industry

    • Consumer Electronics

An Antidote to the Mainstream

Despite being a major player in both the consumer and professional audio markets, JBL looked to drive a higher share of the premium wireless headset segment. The brand aimed to distinguish itself from the crowd and stand out as an antidote to the mainstream by appealing to those who dare to be different. Leading into the busy holiday season, the brand needed to make a memorable impact — without falling into the trap of a typical holiday marketing push. 

A Unique Audience

While the typical customer might be default to the norm when it comes to their wireless earbud purchase, JBL sought a more discerning segment of consumers. JBL’s target audience zags when others zig taking pride in self-expression and non-conformity. Whether it’s in the art they support, the music they listen to, or their personal style, these zaggyconsumers aspire to be unique and forge their own paths. JBL knew that to resonate with this audience, they had to create a campaign as distinctive as their potential customers.

JBLien

Capturing the Audience's Spirit

To speak to this expressive audience, JBL partnered with Havas Media and Havas Play to launch the “Ear-N-Vasion of the JBLiens a bold and creative activation that brought to life the brand’s “eardividuality” concept. The “JBLiens” represent the ultimate eardividuals — those who seek out unique audio experiences and live atypical lives. From its messaging to its partnerships, every aspect of this campaign was designed to resonate with those who see themselves as different from the crowd. 

Out of this World Partners

To bring this concept to life, JBL tapped into a diverse crew of eardividuals, spotlighting talent from a breadth creative fields. From DJs, to manicurists, to painters, each collaborator brought their unique flavor of eccentricity to the campaign, representing the diversity and passion that comes with owning a pair of JBL earbuds.  

The campaign featured the “zaggy” young musical duo Flyana Boss. In a short-form video, they announced their “mission of eardividuality for all” as they claimed Earth in the name of the JBLiens. This creative piece debuted a new, unreleased track, “UFHO,” which perfectly aligned with the campaign’s extraterrestrial theme. 

Because no alien invasion is complete without news coverage, JBL brought in Nick Kosir, better known as “The Dancing Weatherman,” to provide a humorous special report on the JBLien invasion that included spoofed alien landings and footage of the JBLiens on the streets. Known for his energetic and fun-loving approach to broadcasting, Kosir fully embraced the eardividuality ethos.  

Flyana Boss

More than a Campaign, a Movement

The campaign went beyond digital content, enacting a 360-degree approach that included live activations, social media engagement, and influencer collaborations. The crescendo of this movement was a live event at the cultural epicenter of the world: New York City. At JBL’s SoHo store in December, a block party took place to celebrate the JBLien invasion. Flyana Boss headlined the event, performing their latest single, “UFHO,” while other “zaggy” creatives showcased their talents in the heart of the city. It was a vibrant celebration of individuality, perfectly embodying the spirit of the brand. 

Results

The invasion of the JBLiens was an out-of-this-world success and contributed to an impactful year for JBL’s business goals in 2023. The campaign drove an impressive 179% increase in value sales revenue for JBL’s premium-tier wireless earbuds, alongside a 56% boost in volume sales. It also delivered a 36% annual growth in JBL’s familiarity within the wireless earbuds category in 2023. In terms of search volume, the campaign generated a 15.28% increase, moving from a 55.91 to 64.45 average index. Additionally, the campaign achieved record-breaking site traffic, with a 153% surge in unique pageviews on JBL.com. 

With this well-rounded approach, JBL has successfully redefined its presence in the competitive audio market. By celebrating individuality through the lens of humor, creativity, and music, the brand has not only grabbed attention but also created a movement that resonates with a generation “zaggy” of consumers who value self-expression above all else.