The premium brand, EPOS, which offers high-end audio and video solutions, established a global presence last year with the campaign, “Bad Audio is Bad Business”. A sub-campaign named “Professional as always” has now been launched as a second phase that promotes EPOS’ fit-for-purpose hybrid work and virtual collaboration tools. It builds on an interesting new EPOS study* that, in itself, ought to catch the attention of the target audience of professionals, as it reveals big discrepancies between decision-makers and employees when it comes to expectations for future work-life.
Elevate traditional marketing tools to new level
The findings are distributed through original content in elaborate paid editorials that support traditional marketing tools like video and display with insightful research and elevate them to a whole new level. The campaign is curated and orchestrated globally by Amplify 360 by Verizon Media in Copenhagen.
Effectively leverage brand perception and product line
With this new sub-campaign, EPOS continues to effectively leverage their brand perception and product line on extensive research, clearly communicating their understanding of the market they operate in. It places EPOS right in the centre of everyday work-life by bringing to the table, besides their premium product line, findings that companies can use in their management of their business post-pandemic.
Discrepancy between decision makers and employees
The campaign presents many interesting findings. For instance, there is broad agreement among professionals that hybrid work presents new opportunities. However, when it comes to the nature of work post-pandemic, quite a discrepancy exists between company decision-makers and employees. More than half (53%) of global decision-makers anticipate that most employees will work from the office, whereas just 26% of employees think the same.
Businesses look to take advantage of meeting virtually
All differences aside, the study shows that more businesses look to take advantage of the time and cost benefits of meeting virtually, rather than in-person. However, missing important information shared by clients. or asking them to repeat themselves during virtual meetings, damages client relationships and adds a barrier to securing new business. As a matter of fact, 60% of decision-makers believe better sound will help them retain clients, while 71% believe that it will help prevent lost pitches in the future.
Adopting the right audio technology gives competitive advantage
The study also points out that our demands for superior audio have shifted during the pandemic. At the beginning of the pandemic, audio glitches in meetings were common – and most people were forgiving. But, as the world transitions into a “new normal”, expectations have changed. People don’t have as much patience for suboptimal virtual meetings as they did in early 2020, and equipping employees with high-quality audio and video technology is essential to a smooth-running business. Those adopting the right audio technology now are at a competitive advantage – they can be more efficient, more professional and elevate the client experience.
Original content in paid partnerships
To EPOS, these conclusions are the very fuel of their relevance in the market, which is why the study is an essential part of the campaign. It also taps into the initial hero message, “Bad Audio is Bad Business”, and EPOS’ mission to eliminate bad audio in workplaces. Various facets of the study are explored through original content, in partnerships with media like MIT, The Economist, TechCrunch, and The Verge. With the digitally distributed hero film, and display banners featuring EPOS’ premium audio solutions as an opener, the paid editorials serve as the backbone of the campaign addressing the professional audio challenges companies meet in everyday work-life, now and post pandemic.
Orchestrated and distributed by Amplify 360
Once again, Amplify 360 by Verizon Media handles the orchestration and distribution of the campaign that, once again, has premium paid content as an essential part of the distribution strategy. Previous campaigns included paid editorials in media like The Wall Street Journal, Forbes, and South China Morning Post. This time, Amplify 360 carefully selected media like TechCrunch and MIT as the perfect settings for the findings, which have been placed as branded content editorials. The paid content is supported by PR and a digital media platform strategy that ensures EPOS becomes top-of-mind with consumers. As the campaign unfolds further, more paid partnerships with global media will be integrated and announced. The campaign also features Powered by Audio, an EPOS podcast. Its episode 8, "Where will audio take us next?", dives into the future of work as a topic.
Parallel path communication strategy
“Paid partnerships have been an essential part of our brand launching strategy, as they allow us to stand on the shoulders of already established brands, adding credibility to EPOS,” Brynhild Vinskei, Head of Global Marketing, EPOS Enterprise, explains and continues; “The campaign has been designed as a parallel path communication strategy. While one track presents our premium audio solutions, the other outlines and elaborates on research-based expectations for future work-life and the audio solutions essential to a smooth-running business. As these two paths go hand in hand and support each other, we position ourselves even more strongly in today’s very competitive market. With this campaign, we communicate a clear understanding of today’s working conditions and how we contribute to the future success of businesses,” she concludes.
Spillover effects between markets and channels
"Our collaboration with EPOS exemplifies the leverage of paid partnerships that Amplify 360 offers as an integrated part of the global distribution strategy we implement for international brands. It enhances both campaign message and brand perception by reaching the target audience through recognised and trusted media like Yahoo, TechCrunch, New York Times, FastCompany, and in this particular campaign, The Economist, for example.”
Jesper Laumand, Managing Director, Nordics & Netherlands, Verizon Media, takes up the explanation: “The success of Amplify 360 is driven by the global approach to planning and execution, where understanding global communities and synergies between different markets, cultures and media platforms is the key. Media planning has moved from being locally rooted to a much more global and dynamic process that fits today's media landscape and how consumers engage with content. The upside on earned media and consumer impact is huge, when brands allow the right time and resources for serious global orchestration of brand campaigns, both because of spillover effects between markets, but also the spillover effects between different channels, like paid editorial partnerships, video/audio distribution, performance advertising etc. EPOS understands this very well and has been good at leveraging these synergies to optimize both local and global output: the impressive results over the past year are a strong testament to this."
EPOS’ first campaign, in early 2020, succeeded by creating a 7% market share within the exposed audience. This campaign seeks to increase market share even further, as well as brand awareness.