Philips Consumer Electronics

GoGear Undiscovered Austin Influencer Program

In the age of iPod, is there room for another mp3 player to be heard? Philips said yes, and introduced its GoGear line as a worthy competitor. But with limited dollars to spend on marketing, it could not match Apple’s enormous media machine. So Philips asked for Ammo’s help, and together we got creative on how to reach consumers in genuine, valuable ways.

A new brand in the space, GoGear was largely unknown, with less than 3% unaided awareness nationally, while iPods appear in the ears of more than 75% of digital music player owners. In order to put GoGear on the map, we had to move listening to music through headphones from a highly individual experience to a social experience.

The target of our program was an audience of 21-35 year old tech-savvy, music loving Influencers in Austin, Texas.

We focused on the people who others turned to for advice about music, digital music players, and concerts. Austin music Influencers are a savvy, hip bunch. They don’t respond well to hollow corporate advances or to having marketing messages pushed at them. As such, our strategy needed to speak to them. The result: The GoGear UnDiscovered Austin program, a 10-week experience focused on ‘Bringing Music to Life’ in Austin’s music community.