Their catalogue of products is extensive. We wanted to give new customers a way of easily identifying where their prospective purchase sat within the range, but also give current headphone owners a clear path to upgrade to the next model. This influenced the page layouts as well as the copy itself.
The Emotional Connection
The brand has been at the forefront of audio engineering since 1966, and many of its loyal customers are extremely passionate about sound. We needed to connect with that whilst also illustrating B&W's technical prowess and expertise.
Launching the P9 Signature
We created a brand new landing page for the P9 Signature aimed at the high end of the luxury audio market - typically men with above average disposable income who view music as more than just a hobby. We knicknamed it 'The Gentlemen's Headphone' as we were developing the branding around it to keep our target market in mind.
Launching the Zeppelin Wireless
The Zeppelin was one of B&W's best selling soundbars, and the new wireless edition was set to be launched in black and white. Their current copy direction was riddled with hyperbole - "Our most exceptional speakers yet", "Amazing, high quality audio." - Instead, we concluded that a simpler approach was needed. Clear, clean and concise.
For audiophiles, wireless technology usually comes with compromise. Bowers & Wilkins have managed to mitigate the usual loss of fidelity that comes with wireless technology and we wanted to educate customers and prospects about that without being condescending.
Hitting the Right Notes
B&W were able to bring in several special guests, from Shingai Shoniwa (Noisettes) to Thurston Moore (Sonic Youth), to promote their headphones. We incorporated their testimonials and interviews into the landing pages, and built the copy around their image.
'Sound Notes With...'
We created a 'Sound Notes With...' series of videos which involved interviewing each special guests about their background, their love of music and the importance of high fidelity audio. Getting the right answers meant asking the right questions, and I also took snippets from each interview and summarised them for the landing pages.