BEATS: #BeHeard: AJ Fight of the Century

Havas Media, Sky Media, Anomaly, PMG, Laundry Service / Beats by Dre


Beats’ winning formula of Sports + Music is a unique marketing approach in the headphone category, allowing the brand to #BeHeard. To gain exposure and increase sales in the UK, Beats capitalised on the media hype around Anthony Joshua’s era-defining fight with Wladimir Klitschko. They did this by letting fans walk side by side with AJ on his path to glory.

A bespoke cross-agency studio, Beats Media House, allowed us to engage with fans, creating and distributing content in real-time. To get fans as close to the action as possible, we created a unique partnership with the fight broadcaster, Sky, that gave us access to their content, and allowed us to embed Beats assets in the key moments around the fight.

Beats dominated SOV, with 65% of all views and 83% of all engagement. Our content racked up 24.4m views & 890k engagements. The campaign gave Beats the exposure and sales uplift it craved, with website visits up 350% and double digit growth in Ecommerce sales.

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