Putting BEATS at the heart of sport, culture and music in GLOBAL lighthouse cities
As a global partner, we are retained by Beats by Dre to activate their contracted EMEA sports assets, curate market insights, and deliver global creative campaigns that land their overarching brand messages with culturally influential audiences.
With a particular focus on London, Paris, Berlin, Moscow and Scandinavia, the speed of response required by Beats for world-class creative meant an agile approach was needed. We responded by creating the Beats by Dre Fan Intelligence® Collective: a handpicked group of 400+ highly influential cultural tastemakers across key lighthouse cities. We work with this Collective to help the brand develop cutting-edge insight and creative and have completed major strategic and creative work across assets including PSG, Chelsea and Bayern Munich, as well as athletes such as Neymar, Harry Kane and Anthony Joshua. With a variety of campaigns running simultaneously, we hit 3.1M views for our Anthony Joshua #AboveTheNoise live activation, created London’s largest ever billboard on Wembley Stadium's doorstep, and produced a documentary in collaboration with Rio Ferdinand on the role of music in Moscow’s unforgiving street football scene, as part of the global Made Defiant series.
Beats now use this unique approach and always-on strategy to create local market campaigns that connect global brand messages directly with fans across wider cultural circles; integrating music, fashion and lifestyle across every channel, activation and media platform.
From working with Anthony Joshua to create a global content series to producing football documentaries with Neymar, we’ve helped Beats win both on the ground and at a global level. The standout result has been an increase in brand consideration amongst target audiences.