B&O PLAY by Bang & Olufsen
B&O PLAY
In December 2011, I was invited on board by Bang & Olufsen to develop and launch a completely new brand from scratch, B&O PLAY. We (a team of just 5!) started with one product (Beolit 12) and a “think digital-first” mindset. The B&O PLAY homepage quickly became one of the most award-winning sites within tech, design, and branding. Through the years at B&O PLAY I had the leading role of global digital marketing, eCommerce, and the brand’s visual identity across all touchpoints.
B&O PLAY expanded to become extremely successful, almost surpassing its 95 years old mother brand, Bang & Olufsen, in sales - in less than six years.
I was responsible for several unique collaborations with International brands like Rapha (cycling equipment), HardGraft (Luxury lifestyle accessories), and the Danish band MEW.
CORE ACHIEVEMENTS
Head of Online, responsible for all digital, including homepage, SoMe, eCommerce, and digital collaborations.
Award-winning brand website and eCommerce platform based on Sitecore CMS. Won 15 x FWA - Site of the day awards. 4 x AWWWARDS - Site of the day awards. Creative Circle - Gold and Silver awards.
Global 360° launch campaigns of all product release within headphones, portable speakers, sound systems, and TV.
Brand and visual management across all touchpoints.
Concept and launch of The Journal - a blog and a quarterly print magazine.
Concept and launch of Sound Matters Podcast series produced by ThirdEar.
“Prepare–Race–Recover” became the communication mantra of the co-lab with Rapha.
– Michael Rying
Under the hood.
Entering a very competitive market, B&O PLAY had to find its very own and unique identity and ways of communicating. One of the cornerstones was Honesty. Honesty in materials, in performance, and transparency - even showing what was under the hood.
Living with music
Selling loudspeakers is not about watts, power, or size. It's about what the music does to you - and how you live with it—image from BeoPlay A9 Living with music campaign - Fashion designer, Mads Nørgaards home and houseboat in Copenhagen.
B&O PLAY element
Elements from my time at B&O PLAY. Working across all platforms from print ads and newspapers (The Journal) to homepage, eCom, blog, podcast, newsletter, Co-labs, in-depth storytelling, and own channels SoMe content.
