Polk Audio and Definitive Technology Launch First National Integrated Campaigns
Polk Audio and Definitive Technology have launched their first national brand campaigns designed to highlight the powerful sound and immersive music listening experiences created by their new wireless music systems. Admired by audiophiles and music lovers alike, and renowned by the audio industry for pioneering decades of innovation and high-performance sound, Polk and Definitive Technology have developed multichannel advertising campaigns to celebrate both brands’ legacy of design and engineering expertise and communicate their continued commitment to bringing great-sounding music systems to the consumer.
“Polk and Definitive Technology have built a longstanding reputation for sound and product excellence, and we felt that now was the time to communicate how we continue to set the bar so high with the debut of the brands’ wireless music systems,” said Blair Tripodi, Chief Marketing Officer of Sound United, a division of DEI Holdings. “The campaign creative shows what makes our brands unique and our sound quality superior through disruptive ad concepts designed to cut through the clutter of more mainstream advertising. We are excited to share our campaign with our customers in a fun and engaging way that brings our new wireless music systems to life.”
Both companies tapped DOJO, a San Francisco-based advertising agency, to develop the creative campaigns that will be used primarily in digital, Internet radio and out-of-home advertisements with supporting social, mobile and local consumer activations in top markets.
Using the theme “Festivals,” Polk’s campaign expands on the brand’s passion for music. Founded in 1972 by three college grads in their small garage, the brand has remained steadfast in its commitment to innovating and pushing the limits of technology to deliver an authentic sound that allows consumers to live their love for music to the fullest anywhere in their home. With the debut of its first wireless music system, Polk seeks to transform people’s home into the ultimate music festival so they can make their favorite music truly come alive.
Definitive Technology’s loudspeakers have been praised by audio critics and consumer audiophiles for their premium materials, precise workmanship and uncompromising sound quality. The campaign theme, “What Obsession Sounds Like,” demonstrates its unyielding pursuit of achieving sound perfection through its first wireless music system crafted to produce flawless, uncompromising and superior music. Ads feature Grammy Award-winning singer and songwriter John Legend, Definitive Technology’s brand ambassador.
To complement the campaign launch, Polk and Definitive Technology have created dedicated landing pages on their websites to view video content, learn more about their wireless music systems’ product features, and stay up-to-date on the latest developments in the category. Additionally, Polk has created a digital concert poster generator for consumers to create their own customized home music festival promotional materials with others. The generator allows for people to upload personal photos from social media, create personalized messages and choose from a series of color palettes and visual styles with a contest launching later this fall.