Agency: BAAS
Client: HARMAN (Harman Kardon / JBL)
Role: Sr Account Manager
When you get challenged by HARMAN te create a one of a kind activation for influencers and the general public to celebrate the launch of the JBL Martin Garrix Flip 6 during Amsterdam Dance Event (ADE), we knew it had to be something unforgettable.
The brief was clear:
- Open to the public all week
- Kick off with a high-impact influencer moment
- Celebrate the speaker that can ‘flip the moment’
We brought everything together in an activation hosted at the art’otel Amsterdam. This was the perfect location to host a pop-up store, diner showcase and a launch celebration that would be larger than life
We kicked the evening off with an exclusive influencer dinner and reveal celebration, co-produced with HARMAN and the team from Martin Garrix. The gallery space of the hotel was transformed into a fully branded JBL pop-up store, where invited influencers got their hands on the JBL Martin Garrix Flip 6 and immediately started creating their content with the speaker.
At the far end of the pop-up store, we added a ‘not-so-secret secret’ door, meant as a playful twist that really took the activation to a whole new level.
Guests had to flip a JBL Martin Garrix Flip 6 speaker, disguised as a doorknob, to open the hidden entrance. They quite literally flipped the moment.
As they moved through the hallway, beats would kick in and they encountered a larger-than-life, fully functional JBL Martin Garrix Flip 6, blasting a loop of a Martin Garrix track. Projected visuals pulsed in sync with the beat. It was bold, immersive, and created to captivate the guests. It was the perfect content creation opportunity for guests and a ‘big’ surprise.
Over 40 EMEA-based influencers joined the experience, creating loads of social buzz during ADE. Meanwhile, the space remained open to the general public all week.
