In the 90’s, Mackie was the first manufacturer to bring highly engineered, Chinese manufactured audio mixing boards to the masses. Wrapped up in a unique and whacky brand voice, Mackie offered boards for 1/2 the cost with 3x the features and quality. They led the category for most of the decade.
Then came the new millennium. Mackie’s whacky brand voice was replaced by safe and forgettable. Digital replaced analog and the laptop computer replaced large racks of gear. Competition soared and senior management knew they had to get back to the surface to survive.
With the DL1608, Mackie once again revolutionized the mixing console. Feeling they had a hit on their hands, they hired us to help them in the process of launching this revolutionary product. With comprehensive Account Planning, we identified what it was about the DL1608 that most resonated with the B2B and B2C segments. We helped Mackie find their voice again and reach their audience with a message of revolution; we delivered a targeted, whacky and highly memorable campaign consisting of an online demo video, microsite, banner and print ads.
Within the first 10 days the video hit 100,000 views. Popular sites like Gizmodo were talking about this niche product and its must-see demo video. Mackie sold-in their first years’ projections by the end of the second week, returning to the top of their category.