Alpine has a 25-year heritage of engineering car audio systems with the best sound quality, and needed a new approach to survive in a highly competitive category.

We started by reassessing Alpine’s demographic (with some help from parent agency, WDCW). In shifting Alpine from middle-aged and affluent buyers to a younger demographic, we refocused its marketing efforts from primarily offline to online to target the younger digital-music enthusiast.

Our digital campaign showcased Alpine’s ability to bring digital media into the car — adding relevancy to the product for today’s young consumer.