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Give the Gift of Sound with JBL Jr

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Appointed as the PR Agency on record for tech powerhouse, HARMAN International, The Good Folks manages public relations efforts for
its brands (JBL, AKG, Harman Kardon) in Singapore
The Good Folks, together with JBL Singapore, spearheaded JBL’s first major PR campaign
in Singapore – “The Gift of Sound”, to launch the brand’s very first headphones for kids.

HARMAN designs and engineers connected products and solutions for automakers, consumers, and enterprises worldwide, including connected car systems, audio and visual products and enterprise automation solutions. With leading brands including AKG®, Harman Kardon®, Infinity®, JBL®, Lexicon®, Mark Levinson® and Revel®, HARMAN is admired by audiophiles, musicians and the entertainment venues where they perform around the world.

In 2017, JBL set its sight on giving the gift of sound to kids around the world with the launch of JBL Jr, its first line of kids’ headphones that perfectly blend youngster’s entertainment needs with parents’ safety and quality expectations. Engineered for maximum enjoyment at volume levels safe for kids’ delicate ears, the new JBL Jr line includes both wired and wireless models specifically designed for children ages three to ten.

Tasked with JBL Singapore’s first major PR campaign in years, The Good Folks embraced our inner-child as we conceptualised a fun and interactive media kit that took the form of a ‘gift’ that just kept on giving. Accompanying the JBL Jr headphones were sticker packs (for customisation purposes), adorable finger puppets (wearing JBL Jr headphones, of course) and a personalised, handwritten letter to the recipient.

In collaboration with top parenting influencers and media publications / portals, The Good Folks secured widespread PR coverage across key social media platforms and media titles, including a spot on the cover of The Straits Times – Life! and numerous other features in Christmas gift guides.

JBL Singapore also worked with personalities like Jamie Yeo and Andie Chen to create a video featuring their children discovering and enjoying the JBL Jr, as seen in the video below. The campaign was successfully replicated in other regions in SEA.

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