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studio experience

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KEF LS50

Launching the ultimate studio monitor

Studio monitors for the home

The LS50 is the highly successful anniversary monitor from KEF that 'delivers a deeply rich soundstage experience unheard of in such a compact loudspeaker'. Inspired by their legendary LS3/5a studio monitor - developed jointly with the BBC in the 1960s - LS50 is the result of fifty years innovation in sound.

KEF challenged Yang Rutherford to create an instantly compelling campaign that looked both backwards and forwards. A campaign that would establish LS50 as the 'must have' for people who want a precision sound.

Given that LS3/5a was better known as 'the engineer's speaker', we positioned the LS50 as the 'ultimate studio experience'. Our copy elaborates: 'LS50 delivers a sound that is so accurate it allows you to enjoy your music precisely the way it was first recorded'. As with all our work for KEF, Yang Rutherford defined the primary consumer benefit before name-checking any of the technology behind it. This is part of our broader long term strategy to make KEF more appealing to a non-audiophile audience.

Sales of LS50 have exceeded all our client's expectations.

Scope

Global Advertising Campaign
Art Direction
Photography
Copywriting
Brochure

Client Comments

"The Ultimate Studio Experience theme and creative execution provided a very unique and clearly differentiated position for this product. The campaign has become a benchmark for our future campaigns."

Grace Lo
Marketing Director

Brand strategy

Communications

KEF R Series

Launching new premium speakers

Brand design

Communications

KEF Blade

Flagship product advertising

Brand design

Communications

KEF M Series

Launching new premium headphones

Communications

KEF E Series

Global advertising campaign

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163 Wing Lok Street
Sheung Wan
Hong Kong
Tel +852 2850 6262
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London SW4 6NR
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