Roberts challenged Stereo to create a campaign to launch their colourful new bluetooth speaker — the Beacon — right at the start of the pandemic.
We quickly discovered that certain trends dominated the speaker market — potential customers held a negative bias towards colourful speakers. This was a problem. We had to shift the audience's perception to succeed.
We aligned the Beacon with a market where style and colourful expression are celebrated — not technology, but the home itself. By positioning the speaker as a tool of self-expression, we tapped into our house-proud sides at a time when all of us were spending much more time inside.