JBL AUTHENTICS: CLASSICS REIMAGINED with Maliq & D’Essentials
JBL Authentics is a premium speaker line up launched by JBL in 2023. To bring the campaign "Classics Reimagined" to life, we collaborated with Maliq & D’Essentials as our muse, reflecting both the product's DNA and the essence of Maliq’s music. This project includes producing a video manifesto, creating digital assets, and hosting the Maliq Music Lab – FUTURE PAST—an initiative that gathers young musicians to share insights, exchange knowledge, and explore Maliq’s musical journey up to the present.
CLIENT
JBL INDONESIA
PROJECT TYPE
VIDEO LAUNCH, EVENT COLLABORATION ACTIVITY, AND DIGITAL ASSETS
Challenges
1. Balancing Niche & Mass Appeal
While Maliq & D’Essentials have a dedicated yet niche audience, we need to ensure this campaign feels premium and distinctive while remaining accessible to a broader audience.
2. Driving Sales Conversion from Brand Awareness
The collaboration with Maliq has undoubtedly increased engagement and share rates. However, tracking sales as leads remains equally important.
3. Maximizing Impact Within a Limited Timeframe
Our collaboration with Maliq lasts for only six months, making it crucial to maximize the use of collaboration assets across all platforms within this timeframe.
Goal
Our goal is to convey the essence of "Classics Reimagined" as the core concept, creating shareable content through the JBL x Maliq collaboration. This initiative aims to drive engagement, boost sales, and elevate the brand and product image. Given the niche target market, we strive to deliver an experience that feels intimate yet achieves broad exposure for the project.
Result
This collaboration has successfully driven traffic and gained new followers, leveraging the virality of Maliq’s songs and their surprise appearance at the Coldplay concert. The impact on brand awareness has been significant.
Key achievements include:
• Strong Online Traffic & Engagement – Increased interaction and visibility across digital platforms.
• Seamless Brand Experience – A consistent and immersive presence across all touchpoints, ensuring a smooth customer journey from awareness to purchase.
• Positive Consumer Sentiment – The campaign resonated well with audiences, strengthening brand perception.
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