Changing their tune
Henley Audio is one of the UK and Ireland’s premier audio equipment distributors. Negative reviews appearing on hi-fi forums were damaging the sales of Pro-Ject turntables. So, Henley Audio came to us to help change consumer perception.
Put a positive
spin on things
To help change people’s perception, it was essential that we communicated Pro-jects USP’s in the various materials. The goal was to draw attention away from the perceived negative features and focus on highlighting the positive aspects of the turntable, and thereby shifting unwelcome consumer perspectives.
We turned the tables on the turntable nay-sayers by inspiring curiosity and engagement.
The ultimate jam session
Combining well-known lyrics and song titles with a variety of music genres, we had a lot of fun creating heavily stylised digital assets and printed materials to inspire curiosity, engagement and change minds.