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A pioneer in the now booming headphone market, V-MODA had lost market share to aggressive competitors looking for a piece of the market. Recogni… Read More
A pioneer in the now booming headphone market, V-MODA had lost market share to aggressive competitors looking for a piece of the market. Recognizing the company was undercapitalized to match the marketing muscle of Beats by Dr. Dre and the publically-held Skullcandy, NONBOX recommended leveraging the brand’s authentic DNA and cultural cues to attract like-minded tribes that could be easily identified in the social media landscape. Together with the Founder we unearthed a set of values previously not articulated in the brand story that aligned nicely with a tribe sharing similar tastes: vampire-lovers. Like the DJ, club-crowd, Vampires are creatures of the night. Individuals we found that preferred to start their day when most conventional citizens were turning in for the night. Further findings suggested these individuals were attracted to a style palette very similar to the neo-gothic industrial design cues of V-MODA’s signature headphones. Rather than trying to spend money on advertising the client could not afford, V-MODA pursued a relationship with HBO’s wildly popular True Blood series to develop a signature line of headphones. Read Less
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