Audiofly approached braincells in 2010 to develop a headphone brand for an international joint venture. The Chinese partner was an established headphones manufacturer and the Australian partner had several years experience in the electronics sector. From the start, it was a blank canvas.
Through analysis of the US and Australian markets a niche was identified. This facilitated the development of the name, look and feel and brand positioning.
braincells produced a range of collateral and experiential material to launch at the January 2012 Las Vegas Electronics Show, and in Australia six months later.
Social media platforms were utilised to build the brand story and create brand evangelists among media, trade and consumers.
PLAN / IMPLEMENT
Since its highly successful launch, Audiofly has built a loyal international following and has become one of the most respected headphone brands for serious music lovers.