If you grew up in the '70s or '80s, the only name in home and car audio that mattered was Infinity. As an innovator and pioneer in audio engineering, Infinity was the Ferrari of sound. Powerful. Visceral. Sexy. So popular and revered was the Infinity brand that just 15 years after its launch in 1968, it was acquired by Harman International, joining other notable companies in Harman's growing portfolio, including JBL, Mark Levinson, AKG, and Soundcraft.
But a general trend toward the mainstream over the years, and growing competition in the audio space, saw the Infinity brand lose some of its luster, migrating away from its heritage position as audio rebels to a more downmarket position.
To help remedy this trend and restore Infinity to its former glory, Harman engaged Boombang to distill the brand’s essence and reimagine a new line of products across multiple audio categories.
Boombang's solution? A pedigreed Halo line of home and personal audio products, featuring a suite of smart, stylish, competitively priced products with uncompromising planar magnetic driven sound.
The Infinity SoundBlade wireless speaker dock is a powerful 2.1 home sound system designed to go head to head with the likes of Bowers & Wilkins' Zeppelin Air Wireless Speaker Dock. Sleek, compact, and dynamic, the SoundBlade produces a high-fidelity sound in a low-profile package.
For music lovers who want a bit more boom for their buck, the telescoping Infinity SoundBar offers the option to expand the placement of right and left side speakers two feet from the home dock, to create a fuller and more engaging listening experience through sound separation enhancements.
Want to really feel and hear your music? The Infinity SoundSlab is a powerful, slim subwoofer designed for discreet placement but comes with a big sound.
Rounding out the Halo line of products are the Infinity SoundStream noise-canceling headphones that can wirelessly connect to any TV to simulate a 5.1 surround soundscape.
The second phase of Boombang's engagement with Harman was a comprehensive, robust marketing and partnership strategy plan, created to build buzz and excitement for the new Halo line and appropriately capture the importance of a new suite of Infinity products.
This included engaging with brand ambassadors, including chart-topping artists like Linkin Park and Maroon 5, and identifying alternative distribution channels with brands such as Design Within Reach, Herman Miller, and West Elm.
Additionally, we identified targeted luxury brands for strategic partnerships like Bentley, Four Seasons, Virgin, and many others. We also created plans for exclusive pop-up events and upscale event marketing.
The cumulative outcome of Boombang's Halo line and the campaign was decisive. It helped reintroduce the brand to emerging artist collaborations in addition to renewing and securing automotive audio contracts for the next decade.