The Turn Up campaign was brought to life with cultural, music, and product insights of the DJ inspired Neon Mixr headphone: the cultural phrase "turnup", the technical needs of the DJ need of turning an earcup up to hear music while actively DJ-ing, and the glow sensation of the headphone when present in black light.
Leveraging David Guetta and his hit song "Work Hard, Play Hard", both Les Twins and Guetta brought relevance to the global audience. Partnering with global retailer Target, the campaign incorporated both traditional broadcast on TV, digital platforms, and social media to create record breaking sales during the summer season for Target which the commercial was built for.
Initially, the headphone was limited in quantity, but with the success of the campaign, more production runs to fulfill demand made this headphone a best seller at Target and other global retailers.