Dolby’s success has always depended on quality partnerships. Famous as an ingredient brand throughout the cinema and consumer electronics industries, Dolby decided it was time to increase its relevance with the next generation of consumers by launching its premier 3D audio technology into the electronic dance music space.
Consumer Journey Mapping
To launch a new brand while creating the connection between the club experience and Dolby’s audio efforts in consumer electronics, cinema, and broadcast. The brand had to attract clubgoers and EDM artists alike while being authentic to the Dolby brand.
By keeping Dolby Atmos as the champion brand of the experience, we were able to maintain the connection between the club and the consumer electronics that can recreate that experience—this is the key ingredient to Dolby’s financial success. In order to make the Dolby Atmos brand relevant to the EDM industry, a new messaging framework and visual identity framework was developed to parallel the core brand benefits while offering something with an authentic club vibe.
Through the initial release slate of performances, we were able to maintain a consistently high NPS, while also increasing brand recognition and brand affinity.