JBL Authentic You

Context

products increasingly look alike, standing out goes beyond specs and price. Consumers want sound that fits their lifestyle and interior, not just their device. While JBL’s brand recognition is strong, the challenge was to make the new Authentics range truly tangible in a busy retail environment - turning awareness into understanding, and passive attention into active engagement that drives online exploration.

Connection

People don’t choose speakers purely for sound quality, but for how they fit their space, mood and identity. We turned that insight into a physical experience by bringing JBL Authentics’ three campaign worlds to life, allowing consumers to hear, see and step into each one. Through an immersive pop-up activation supported by shareable photography and a QR-driven online quiz, we connected live brand experience with digital engagement - transforming curiosity into knowledge, awareness into action.

Impact

Across eight activation days at Hoog Catharijne, the JBL Authentics experience consistently attracted high engagement, with an average of 500 photos taken per day — turning brand interaction into shareable moments. The activation successfully increased awareness and product understanding, while the QR-led quiz drove qualified traffic to the JBL website. Consumer response showed strong curiosity and emotional connection with the brand worlds, reinforcing JBL Authentics as more than a speaker range, but a lifestyle choice.