CASE STUDIES
The Brief:
Based in Stockholm, Urbanears are one of the world’s most recognised headphones brands. Urbanears chose Sliding Doors to launch in the UK and to manage their PR over the next 2 and a half years. Urbanears was conceived as a fashion/ lifestyle accessories brand. Sliding Doors’ brief was to plan and execute a successful launch, communicating the ‘headphones as fashion accessories’ message to media and end consumers unfamiliar with the concept, as well as establishing the brand’s credentials to consumer tech press.
What We Did:
Sliding Doors developed a strong understanding of the core Urbanears brand values and key messages before launching an image-led campaign to a wide ranging, but carefully targeted list of media. Ongoing individual pitches followed, to place Urbanears front of mind with trend-setting journalists and publications. We worked tirelessly to ensure that whenever fashionable headphones were written about, Urbanears was mentioned.
What We Achieved:
Sliding Doors secured ubiquitous coverage, utilising the Urbanears block colour concept to place the brand in a wide range of publications, including Stuff, T3, Grazia, iD, The Guardian Weekend Magazine, FHM, The Observer Magazine, Mixmag and many more. We established Urbanears as a brand at the leading edge of a new trend in fashion accessories and delivered a platform from which the brand could develop a strong retail presence in the UK. We also garnered heavy support from the consumer tech press underlining the message that fashion did not have to mean low quality. Over the full period, the Sliding Doors campaign reached tens of millions of readers in print and many millions more than this online. All key messages were communicated, we ensured journalists always had a positive interaction with the brand and Urbanears became one of the most recognised and consistently popular headphones available.