Beats by Dr Dre in debut TV push

Headphone range Beats by Dr Dre is to launch its first television campaign in the UK as it looks to exploit the surge in interest in the brand sparked by its ambush marketing stunt at the London 2012 Games.

A TV campaign to support the headphone brand’s Solo range in the UK will launch later this week

The ‘What Will You Be’ advert airs later this week and features American rapper Lil Wayne and basketball player Lebron James alongside actors modelling the brand’s Solo headphones in eight different colours.

The commercial is soundtracked by Ellie Goulding’s ‘Anything Could Happen’ and will be supported by a #Showyourcolor Twitter campaign as well as PR activity.

It marks the latest phase of Beats’ global ‘Colors’ campaign, the first major marketing push from the brand.

The company, which was started by rapper Dr. Dre and music producer and Interscope Geffen-A&M Records chairman Jimmy Iovine, generated a massive uplift in media coverage during the London 2012 Games when it flouted IOC sponsorship guidelines by donating its headphones to several high profile athletes including Michael Phelps, Tom Daley and the Team GB football team.

During the event, retailer John Lewis reported a 116 per cent hike in sales for the brand, while over headphone sales were up 19 per cent during the same period.

The ambush marketing stunt is the latest in several brand building initiatives the company has implemented over the last 12 months in the UK. Last October, Beats announced plans to open up a retail store in London in a bid to steal market share from rivals Sony and Panasonic. The brand has built a strong following nationally during this time, particularly among young people, despite the premium price for its products.

The company, which HTC has a 26 per cent share in, is also looking to grow its online music offering in a bid to create an end-to-end music experience for consumers.

See a preview for the advert below.



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