Bowers & Wilkins Zeppelin Campaign
Bowers & Wilkins' first iPod speaker system was launched with single minded fireworks across all media. The campaign headline 'Unbox Your Music' not only described the iconic shape of the Zeppelin, it was at the same time the call to action. The website, printed literature, print ads in a series of magazine, outdoor advertising, a film presentation and a dedicated display at the point of sale gently massaged the consumers' buying decision.
The final clincher were localised campaigns in the vicinity of major retail outlets. In London's Oxford Street, bus passengers were invited to 'Unbox your music' at every bus stop, tube users were confronted with an entire escalator full of posters relaying the most recent reviews of the product. By the time they reached the top there was no escaping, they walked straight into the Apple Store or John Lewis.
