Together with its Nordic lead agency Intellecta-owned River, Philips is launching its professional headphones A5-PRO with a VIP service delivering an adapter directly to the DJ’s gig 24 hours around the clock, in the four Nordic capitals.

During 2014 Philips strengthened its position with DJs through campaigns as Compact Clubbing and collaboration with musicians as Kleerup, Mando Diao and Mapei. With the launch of the professional headphones A5-PRO Philips moves even closer to its place as the DJ’s best friend. Philips A5-PRO has gotten great reviews and is with its robust style, tasteful design and perfect sound quality the perfect headphone for the most demanding users. The price for a pair of Philips A5-PRO is 2995 SEK.

–With A5-PRO we want to show that we are well aware of the needs of our most demanding users in terms of products and services, says Jakob Axelsson, Nordic Marketing Manager at WOOX Innovations who is marketing and selling Philips audio products.

6.3 mm Emergency Service is an exclusive 24-hour service for those who buy the headphones in one of Elgiganten’s stores. On the packaging there is a phone number that the DJ can use to via SMS order an adapter any time during the day/night and get it delivered directly to his gig. The service is available from March to May 2015 in all four Nordic capitals

Professional headphones have 3.5 millimetre exits while professional mixers have 6.3 millimetre entrances. The adapter is thus crucial and maybe that is why it tends to disappear when you need it the most. With our exclusive 24-hour service we can take care of this problem, continues Jakob Axelsson.

The campaign includes ambassadorships and PR to relevant club media in the Nordics and is launched through a film directed Åsa Riton at Camp David. In the film well-known club profiles such as Kornel Kovacs from Studio Barnhus, Natalia Barbin, Kristian Kotta, Anna Korsgren and Carlan Snygg are seen searching for their adapters.

Philips products originate from strong consumer insights, never from innovation for the sake of innovation. The same thing goes for our campaigns. The insights are deeply rooted in the club world’s soil and myth and therefore never become a forced advertising product, says Oskar Elfner, Account Manager at River.

–6.3 mm Emergency is an innovative and relevant way for Philips to explain that A5-PRO is the product for the professional DJs, says Natalia Barbin, DJ and Norwegian A5-PRO ambassador.