i-deck

brief

method

results

The Client: Monitor Audio

Since 1972, Monitor Audio’s near fanatical commitment to quality in every aspect of loudspeaker design, coupled with its willingness to innovate, has inspired global recognition and acclaim. Daring to challenge design orthodoxy has been its signature approach.

Product Overview

i-deck, an iPod compatible digital sound system from Monitor Audio. Simply dock, charge and play. Launched in October 2005 the i-deck range was increased in 2006 with the release of two new products, the i-deck compact and i-deck plus.

The Campaign objectives

To encourage iPod owners to make i-deck their digital sound system of choice. To launch and promote the i-deck brand and range of products to an international marketplace encompassing The UK, Europe and The USA.

The Campaign Duration – 18 months

The Brief

To develop a global brand identity for the i-deck digital sound system in order to generate awareness and sales. Raise perception of the Monitor Audio brand as a whole to a broader target market.

Strategy & Targeting

Our research concluded that the majority of iPod owners were aged between 25-45 and extremely loyal to the Apple brand.

Concluding that this audience were particularly receptive to products designed specifically for the iPod we developed a campaign theme that presented the i-deck and the iPod as perfect partners in a relationship where one could not be truly complete without the other.

The Method

A widespread media advertising campaign utilised a variety of trade and consumer magazine advertisements, each reflecting different aspects of the campaign and refinements to the product itself.

Great care was taken in the design of the i-deck packaging with careful considerations being made not only to its aesthetic appearance but also to its construction and functionality.

Instruction manuals and quick start guides were designed and written in a simple no nonsense style for production in eight languages with N8tiveMedia overseeing all aspects of the translation process.

By skilfully liaising with publishers and keeping a cool organisational head, deadlines were met and amendments were successfully implemented, often at short notice.

Retail point-of-sale, large outdoor promotional displays and advertising was used to promote the product throughout the UK and as part of a wider international campaign.

Media Utilised

Branding, Packaging, Print, Publications, Advertising.

The Results

A strong brand identity established i-deck firmly in the global marketplace.

In 2005 i-deck received rave reviews from a variety of consumer and trade magazines, achieving coveted 5-Star awards from What Hi-Fi (Product of the year), Stuff and MacWorld.

In 2006 What Hi-Fi awarded it another 5 stars and the title of “Group Test Winner”.