B&O - Beyond Ordinary
A full designed and well written brochure and poster aim to promote B&O B&O’s Beolab 50 to class A public
TARGET AUDIENCES
Psychological factors
APPROACH TO COPYWRITING
Psychological factors
Push: Fear of being the same as everyone and suffer the common stress. Pull: Purchase B&O's Beolab 50 to have the experience living with a true king who can help you always in an extraordinarily happy vibe
Theoretical Framework
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Logos: By providing static and ratings from reliable sources, namely What Hi-fi and Digital Trends, validating the outstanding attributes of the products and rationalizing the reason why Beolab 50 is called as a king.
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Pathos: After clearly figuring out the quality of Beolab 50, the campaign wants to boost the emotion of audiences by provoking the desires of obtaining extraordinarily happy lives with Beolab 50.
Creative Technique
The visual simile technique is utilized in both the poster and brochure. In the design of B&O Beolab 50, the most special part is the image of its hidden top raised when being turned on. At that time, the raised top is the element that makes the Beolab 50 look like a true king wearing a crown
WORD DEVICES AND LANGUAGE APPROACH
Headline
‘Beyond Ordinary:’ Let’s choose to live beyond ordinary to find extraordinary joy with the B&O’s Beolab 50
→ A straightforward and captivating headline which is strongly linked and word-play with the brand name
→ When audiences call B&O, they will strongly remind to the inner meaning ‘Beyond Ordinary’
Literary device
Metaphor is used in the both poster and brochure visual and copy to compare the ‘product’ with ‘a king’ and the ‘firework icons’ with ‘extraordinary joy’, emphasizing that Beolab 50 is the true king that can spread extraordinary joy to others.
Tone-of-voice:
As B&O’s high-brand and its mission is delivering its uniqueness and luxuriousness, the brand's tone of voice is luxurious and unique. The brochure also uses the conversational tone to sound more familiar and authentic to the TA. In addition, since the brochure uses both information-based persuasion and emotion-based persuasion, it introduces the product’s benefits and then builds an emotional bridge to the TA.
PLACE OF DISTRIBUTION
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Brochure: Airport lobbies, train stations, house device stores, high schools and universities, musical equipment stores, art exhibition and waiting rooms
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Poster: Electronic retail stores, B&O official stores, Coffee shops, entertainment centers, universities, airports, bus stops and popular technology magazines.
POSTER
Brochure
