Creating an Emotional Bond Between Brand and Consumer: Ruark Audio
Ruark is one of Britain’s most prestigious audio brands and has a passionate music heritage dating back to 1985. Since its inception it has delivered a stream of spectacular designs from its original speakers to its latest DAB radios, delighting customers with every new launch. And one of the company’s most iconic products is the R1 – a deluxe Bluetooth radio that sounds every bit as good as it looks. The most recent incarnation of the R1 – the Mark four model – launched last year, while a limited-edition version of the design was made available for Summer 2021.
With such a beautiful new design available, Nous Communications decided to take this opportunity to build a strong emotional bond between the brand and consumers, rather than focus on just the product. A core objective for this launch would be to position the new radio as the ultimate ‘feel good’ addition to any home, evoking wonderful memories of summer all year round. The agency named the new model ‘Beach Hut Blue’ and crafted new summer-focused key messaging, while carefully targeting high-end lifestyle media list to for seasonal opportunities.
- Ruark Audio
- Luxury and Lifestyle
- Press Launch and Press Send-Out
- September 2021
“R1 Beach Hut Blue radio is a perfect ‘feel good’ addition for any home that will bring memories of summer and great entertainment all year round”
“British sound brand Ruark has outed a limited-edition version of its R1 Mk4 radio, treating it to a wonderfully summery paint job that’s aptly named Beach Hut Blue”
“No picnic is complete without some appropriate tunes. Create your own soundtrack to summer with this portable radio that also boats Bluetooth connectivity so that you can stream playlists from your devices”
To coincide with the launch, Ruark Audio teamed up with its local brewers, Leigh-on- Sea Brewery, to create a beautiful and unique British craft beer for the summer. To match the R1 Beach Hut Blue, it was duly named ‘Beach Hut Brew’.
We decided to send out the one-of-a-kind beer as a strategy to target the key press who we knew mattered most to the brand and who would deliver coverage with both credibility and impact. We collated an elite list of media to receive the Beach Hut Brew, with the aim of generating excitement and visibility for the product and brand ahead of launch day. As well as targeting our core collective of media, we wanted to reach out and build relationships with new press to expand Ruark’s loyal media following.
The response to gifting was fantastic, with press from a range of national, lifestyle, tech and interiors publications all delighted with the personalised touch Ruark had made to celebrate the launch.
A considered approach when launching a limited-edition product is crucial to success. With our combination of exclusive messaging, unique press send-outs, and distinctive images, we secured a truly exceptional array of coverage for the ‘Beach Hut Blue’, including, The Independent, ELLE Decoration, Gentleman’s Journal, Marie Claire, Stylist, Stella (The Telegraph), Metro, Country Homes & Interiors and Enki. Our outreach resulted in 30 pieces of coverage over the summer period, with Ruark Audio ultimately selling out of the limited-edition radio. There are many ways one can consider success, but we believe this must be one of them.