DESIGNER

Oliver Rosenthal

PROFILE/DESCRIPTION

1. Koss Corporation is an American headphone company with its headquarters in Milwaukee, Wisconsin. Koss is a large company and has been in business since 1958. They sell a relatively narrow range of products, focusing mostly on headphones, earphones, and headsets, but also including some speakers and other accessories. I am specifically advertising one of Koss's headphone models, the Koss Porta Pros. The porta pros are retro-style on-ear headphones that are collapsible, adjustable, and come in several colors (as well as variations, such as wireless, wired, and different cord types). The porta pros are a design that was first released by Koss in 1984, and the style has not been changed since. Koss values giving users the feeling of a live performance when listening to music with their products. Koss also values making a difference, as the CEO, Michael J. Koss, went on a mission to uplift and put the spotlight on some underground symphony orchestras, leading them to greater success and making them better known (1989).
2. My target zip code is 90024, which centered in the Westwood area of Los Angeles County. One market segment that resides in this area are the Connected Bohemians, who are generally Midscale younger people without kids. Additionally, knowing that UCLA is located in Westwood, another target demographic for my ad campaign will definitely be college students. The Koss Porta Pros are not cheap nor expensive, so I believe they will sell the best when directed at Midscale folks. Additionally, they are a very trendy and fashionable product, which will do well with young people, especially college students.
3.  

• Brand Advantages: Easy to use, Affordable, refundable, ethically-made, accessible.
• Brand Attributes: Authentic/true to original design, Old-fashioned/retro, High quality sound.
• Brand Experience:  Communicative, transparent, friendly, simple, reliable.

GOALS

Since this product was originally released in 1984 and the design has not been modernized, I want people to feel they can be transported to the 1980s with these headphones. Therefore, I want the campaign to give the feel of transcending reality/time with their use of these headphones. I want to combine this with the feel that users will feel very connected to the music they are listening to if they purchase this product, and will be completely engrossed in the music. I also want certain people to feel that these headphones will be fashionable and can easily be styled with their fashion, especially with younger people who care about their style and how they look at school and such.