Krix

An integrated approach to Krix's brand experience turns up the volume of sales by 80%

Krix is Australia’s largest home entertainment and commercial cinema loudspeaker manufacturer.

www.krix.com

Challenge  Revitalise a 30 year old brand to provide Krix with a clear point of difference in a highly cluttered and competitive international marketplace.

Solution  The refreshed brand identity is an evolution of the existing brand, and Krix's new positioning is clearly articulated with the addition of the 'experience sound' tagline.

Result  The refined brand and positioning has reinvigorated excitement and interest in Krix. The rollout of new brand elements has resulted in a significant increase in sales revenue.
Challenge  Communicate the benefits and technical specifications of Krix's home theatre and high-end audio speakers through a lush point-of-sale and web delivered brochure.

Solution  We positioned Krix's range as a prestige offering, using a sophisticated DVD-sized publication made up of high quality photography and carefully crafted copy that has set the tone for all Krix communications.

Result  The Krix product booklet has improved up-selling opportunities in the retail environment. The quality of the document has meant it has become a keepsake for potential and existing customers.
Challenge  Redesign Krix's product packaging to create a strong brand presence in the retail environment.

Solution  A two-colour information design system was developed that clearly highlights the product. The un-boxing experience is enhanced by messages hidden inside that communicate the irreverent personality that is Krix.

Result  The visually striking packaging is highly recognisable as Krix's and unifies their range of products in the retail environment. The two-colour design has significantly reduced printing costs.
Challenge  Further leverage Krix brand awareness through a partnership with TITLE's national CD/DVD distribution arm, who sell thousands of units to mainstream retailers each month.

Solution  Fusion created a series of speech bubble stickers for placement on CD's and DVD's that communicates the irreverence of the brand to a mass audience.

Result  Krix's brand is now being delivered to consumers directly through the products that are listened to on Krix speakers. This lateral approach has captured the attention of Krix's target audience.
Challenge  Create a space in boutique TITLE stores for strategic product placement that communicates the in-store use of Krix speakers.

Solution  The Krix product came to life through the use of a speech bubble that 'speaks' to customers. The POS material acts as a call to action to view the entire range online.

Result  Increased awareness of Krix products through an eye-catching, quirky in-store promotion.
Challenge  Create a website that reflects Krix's new brand identity and market positioning, providing an online presence for their products and a true forum for customer interaction.

Solution  The new website has the ability to dynamically display product images and is highly interactive, making it an engaging user experience. Customers can share their views on Krix products through an online forum and blog.

Result  Increased customer interaction and word of mouth promotion that has created genuine 3rd party endorsement for Krix products.
Challenge  Create a cinema commercial to communicate that the speaker brand which is installed in 75% of Australian cinemas is also available at home.

Solution  Elements of humour and surprise were tapped into when the character takes a pair of speakers on a movie date and can't choose between the two.

Result  In the first 12 months of Mitcham Cinema's operation, 280 000 visitors viewed the Krix commercial at every movie session, creating increased awareness of Krix home cinema products.

Project Info

Case Studies