Mumbai: Committed to leading innovative solutions, Havas Media Network India (HMNI) conceptualised and executed an integrated launch campaign for JBL, an industry leader in audio technology, for their premium soundbar, JBL Bar 1300. JBL’s aim was to connect with tech-savvy consumers during the festive season, for which it entrusted Havas Media Network India (HMNI) and MiQ to deploy a cutting-edge Connected TV (CTV) campaign across major OTT platforms and live TV channels.
An innovative cross-device retargeting strategy was implemented for a premium product, meticulously constructing audience targeting cohorts based on JBL's top geo-markets. By engaging viewers who viewed JBL's CTV ads on their Meta platforms, the strategy ensured that these potential customers were seamlessly engaged with relevant ads across their devices. This retargeting approach resulted in increased brand visibility and enhanced lead generation. As a result, JBL successfully captured the attention of its target audience and elevated its brand presence by leveraging data lake capabilities to create precise audience profiles that were interested in high-end speakers. The campaign not only contributed to upper-funnel metrics in terms of VTR but through meta-retargeting, also contributed to mid-funnel / lower-funnel metrics.
The collaborated efforts exemplify the potential of combining innovative technology, strategic planning, and a customer-centric approach.
This audience-targeted methodology enabled JBL to achieve a remarkable 15% increase in brand awareness with a high-impact CTV campaign and an innovative cross-device retargeting strategy to engage affluent CTV audiences on social media.
The brand lift study analysing the uplift in brand awareness and ad recall among viewers from the campaign showed:
1. The CTV campaign had a 1.2x View Through Rate
2. 2.53x Click Through Rate
Harman India head of digital marketing, lifestyle consumer audio Akhil Sethi said, “As marketers, innovative campaigns as such enable us to significantly stay ahead of the curve. It is reported that CTV in India will reach 80 million households by 2025. This evidently shows the immense growth potential of CTV advertising in India. This innovative first-of-its-kind campaign in India by Havas Media India and MiQ has shown great results for the JBL brand. Through this campaign, we have achieved 15 percent increase in brand awareness on CTV and through an innovative cross-device retargeting strategy we also successfully managed to engage an affluent CTV audience on social media.
The expertise of Havas Media coupled with MiQ’s data-led capabilities has effectively helped us target precise audience profiles, thereby enhancing our brand awareness and uplift in purchase intent. The quantifiable results that this campaign has helped us achieve is proof of the value proposition that CTV advertising holds. We are delighted with the results and can’t wait to again explore this exciting space in the near future.”
Talking about campaign, Havas Media India managing partner digital Rohan Chincholi said “Our team at Havas Media India is committed to providing meaningful and innovative solutions to our clients. With over 20 million CTV households and a wide range of video content, India is one of the world's fastest-growing advertising markets. CTV ads are known to create significant brand impact, helping boost awareness, favorability and uplift in purchase intent. This triumphant partnership underscores the importance of innovation in navigating the dynamic business environment, reinforcing the potential for future successes driven by shared expertise and strategic vision. This integrated campaign has not only propelled JBL's premium sound bar into the spotlight but also solidified our reputation as forerunners in the world of connected marketing.”
"We are thrilled with the outcome of our collaboration with Havas Media India and JBL," said MiQ global commercial board member Siddharth Dabhade. "Our unique CTV solution and data lake capabilities enabled us to deliver a highly targeted and impactful campaign for JBL. The results speak for themselves, with a remarkable 15 percent increase in brand awareness. This success has reinforced the value of data-driven, connected marketing in driving exceptional business outcomes."
