Cannes Lions

BEOVISION AVANT: SELLING THE DREAM THROUGH DATA

WUNDERMAN, Copenhagen / BANG & OLUFSEN / 2015

Case Film
Case Film

Overview

Entries

Credits

Overview

Execution

The new data approach was an immediate measureable hit with the audience who quickly took to the digital experience on bang-olufsen.com. We saw a 40% uplift in time spent on site. Pages Per Visit went up by 25%, and we recorded a 50% uplift in conversion rate*. Most importantly, all this contributed to what Bang & Olufsen described as “unprecedented demand [for the Avant TV] and unsurpassed feedback from consumers around the globe”.

Outcome

The outcome of the analysis indicated specific types of content that correlated strongly with sales. Specifically interaction with product videos - people who wanted to buy were using videos as a key part of the buying process. This gave specific direction for the creative concept and execution. The end result was a holistic understanding of the different types of specific content that takes customers from online browsing to offline buying. The insights team worked side by side with the creative team to discuss their approach and the impact of the analysis on it. The online launch of the Avant television was based on combining the findings of the data analysis with our insights into Bang & Olufsen’s proud design heritage.

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