Marketing Challenge

Build on previous celebrity based campaigns for JVC Mobile Entertainment products but shift the emphasis from solely a celebrity endorsement back to a direct association with cars.

SOLUTIONS

Create a campaign based on the MTV “cribs” concept that focuses on “Cars as Cribs” as most young people “live” in their cars.  Combine the celebrity with their own cars to feature JVC car audio and video products.  Use strong single word headlines to communicate both the attitude of the celebrity and the nature of the product.  The print campaign included Warren G, Stephen Jenkins of Third Eye Blind, Hugo Ferreira of Tantric, and Shaun Palmer of Palmer Snowboards with their classic cars.  Extend the program to include Liz Phair and Nickelback.  In addition to print advertising, support the campaign by extending into product brochures, interviews with the celebrities, and tour support for the artists and participation of celebrities at JVC trade shows.

Watch the Warren G. interview.

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