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Distribution area of the campaign: Austria
Until the 1980s, DUAL was one of the most famous turntable brands in the world. Today, the brand belongs to the company DGC GmbH, which acts in the background as a sourcing specialist for consumer electronics for retailers. The DUAL brand mainly sells radio and TV sets.
In a highly competitive environment with virtually identical products, a strong brand is the only trump card up your sleeve. That’s why REICHLUNDPARTNER has emotionally charged the already strong DUAL brand to make it work beyond rational product comparisons. The new claim “The real sound” positions DUAL internationally as the brand with the real sound experience: real in the sense of authentic sound, excellent sound quality and unique feeling.
For the conceived creative line, a photo shoot was implemented with REICHLUNDPARTNER to make the desired emotion, joie de vivre and pure musical enjoyment visible on DUAL’s new ads. In addition, these are graphically combined with “plate patterns” to give the visual language even more independence and individuality.