JBL is a global name in audio with a driving passion to design and build the very best equipment to savour the boundless world of sound. Decades of experience create quality products that deliver premium sound across a broad range of equipment catering to consumers, the entertainment industry and the automotive industry.


Launch a new JBL headphone range called the Everest targeted at youths, young adults and sports enthusiasts and communicate how the innovative design and features of the Everest range were relevant and optimized for their lifestyle and needs.


Cut through marketing noise by engaging target group with ideals and values that resonate most with their lifestyles and values. We started with a focus group study to identify their lifestyle habits, preferences and aspirational goals and then matched these with the design concept and key product features to create the spirit for the campaign.

What’s Your Everest?

A challenge to push boundaries, set a dream destination and reach for the sky.


It was refreshing to work with BOLD. Their systematic approach created a campaign that was able to speak effectively to the younger demographic we wanted. By creatively leveraging on social media we were able to engage with the aspirations of our target audience and position our new product range right with those life goals.
Jerene Yew,
Digital marketing manager, JBL by Harman


The campaign exceeded targets in web traffic ensuring that the launch of the Everest had maximum reach and engagement with its target audience. By creating touchpoints on an aspirational and emotional level – rather than adopting a purely product-centric approach – this campaign saw an overwhelming response as the sharing of personal stories and trials by participants encouraged those who read them to share their own as well.

Capabilities Involved

Web design
Social media management