JBL – Connecting with Youth Through a Movie Voucher Campaign for Bluetooth Devices

Case Studies Electronics
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ABOUT THE COMPANY

JBL is one of India’s most popular audio technology brands, known for its bold identity, powerful sound, and strong connection with youth culture. With Bluetooth speakers and headphones becoming everyday essentials for students and young professionals, JBL wanted a campaign that amplified its lifestyle appeal while driving fast retail conversions.

CAMPAIGN OVERVIEW

To boost sales of select Bluetooth speakers and headphones, JBL launched an assured movie voucher reward campaign, tailored specifically for entertainment-loving youth.

The idea matched perfectly with JBL’s audience:

Buy a JBL device → Get an instant movie voucher → Amplify your entertainment experience.

CHALLENGES

In the lifestyle electronics category, JBL faces:

  • Strong competition from multiple global and local brands
  • Price-sensitive youth shoppers who wait for compelling offers
  • High involvement but fast decision cycles, especially during in-store trials
  • Need to reinforce lifestyle positioning, not just product specs
  • Online + offline retail combination requiring a unified incentive

JBL needed a campaign that:

  • Was fun, youthful, and experience-driven
  • Avoided discounting and protected brand premium
  • Offered instant gratification
  • Matched its entertainment-first brand identity
  • Worked smoothly across online and offline retail

REWARDPORT SOLUTION

RewardPort implemented a CineRewardz movie voucher campaign, designed for immediate relevance to JBL’s audience.

Why this worked:

  • Movie vouchers connect directly with music, movies, and entertainment
  • Instant redemption appeals to Gen Z and young professionals
  • Works equally well in retail stores and e-commerce
  • Enhances JBL’s lifestyle positioning
  • Delivers value without discounting hardware

This reward elevated the emotional value of buying a JBL device.

WAY OF EXECUTION

RewardPort ensured seamless execution across retail formats:

  1. Eligible JBL Bluetooth speakers/headphones came with a unique code
  2. Shoppers redeemed the code digitally through CineRewardz
  3. Movie vouchers delivered instantly via SMS/email
  4. POS visibility in stores highlighted the “Entertainment + Sound” synergy
  5. RewardPort managed all backend processes—validation, reporting, and customer service

This fast, friction-free flow made the promotion widely accessible to youth.

RESULTS

The reward campaign generated strong traction across India:

  • Higher sales across key retail touchpoints
  • Stronger youth affinity, aligning perfectly with JBL’s vibe
  • High redemption rates, confirming relevance of movie rewards
  • Improved retail engagement, both online and offline
  • Enhanced brand recall among entertainment-first consumers

The campaign strengthened JBL’s position as the go-to brand for lifestyle audio.

Assured movie voucher unlocked
with eligible JBL purchases

Uplift in Bluetooth device sales
across retail and online channels

High youth engagement
driven by entertainment-focused rewards

Abbott India Ltd

Challenge: Managing end-to-end incentive program for distributors efficiently.

Solution:

  1. RewardPort registered addresses and email ids of all distributors by getting a form filled with their company seal & signature and digitizing it
  2. Created reward catalogue for 5 slabs with 4 gift options in each slab category
  3. Deployed an account manager and operations resource for timely MIS & escalation management
  4. Created a full-proof reward delivery system eliminating pilferage of gifts and theft/misuse by parties
  5. Created periodic schemes for retailers- free recharge on billing of Digene products

Program mechanics: We receive a data file from Abbott team with address and gift option details of the qualified distributors every month. Tangible gifts are dispatched directly on the addresses and e-vouchers are emailed on their registered email id.