united future a wongdoody agency

Experience the Drive

United Future has worked with our parent agency, WONGDOODY, to launch several digital strategies with Alpine Electronics.When it comes to modern car audio, we wanted to steer Alpine back to being a driving force.

Alpine has a 25 year heritage of engineering car audio systems with the best sound quality. The brand built its reputation with superior auto reverse tape and CD changer mechanisms that produce the best sound reproduction. But for the last few years, their business has been challenged by the digital age, where all music basically sounds equally good and the device of choice is an iPod. Alpine needed a new product strategy and new approach to going to market to survive.

Our strategy was to target younger digital music enthusiasts and focus on connectivity by showcasing Alpine’s ability to bring digital media into the car. This target includes the tuner audience who favor cars that are easily customizable and upgradable. In shifting Alpine from middle aged and affluent buyers to a younger audience, we helped refocus a beloved brand – guiding them from mostly print campaigns to a multilayered digital communications approach.

By turning our attention to a younger audience of digital music enthusiasts, and away from traditional car audio enthusiasts, we increased head-unit sales 300% over the prior year.

Alpine is once again relevant to their audience and number two in US market share - and growing.