M&C Saatchi Sport & Entertainment North America and Bowers & Wilkins team up for the global launch of Pi8 and Pi6 True Wireless Earbuds.
To celebrate the global launch of the Pi8 and Pi6 True Wireless earbuds, renowned British audio brand Bowers & Wilkins hosted an immersive experience in the heart of New York City, featuring special guest and global brand ambassador, David Beckham. The event aimed not only to introduce two innovative new products but also to solidify the brand's position at the intersection of premium audio technology and culture.
Launching a flagship product in the competitive audio market requires more than just innovative technology; it demands an engaging, memorable story that resonates with audiences. Bowers & Wilkins needed to create a standout moment in a crowded cultural calendar while securing meaningful press coverage to amplify the announcement and release.
Hosting an event featuring high-profile talent like David Beckham added another layer of complexity. At the event, access to Beckham was limited, requiring the team to adapt onsite to ensure media and influencers felt valued and engaged. Team members were tasked with managing talent relationships, media expectations, and the client’s and brand’s objectives.
Bowers & Wilkins designed a multi-faceted event that blended product storytelling with cultural relevance. The intimate evening began with a cocktail hour, setting the tone for a premium experience. This was followed by a fireside chat between Beckham and fashion and style icon Nick Wooster, offering guests an authentic glimpse into Beckham’s passions for music, fashion, and travel, as well as his connection to the U.S.
To further anchor the brand’s connection to culture, NYC-based DJ, Amrit, delivered a live performance, creating an energetic atmosphere. Guests were invited to experience the cutting-edge Pi8 and Pi6 headphones firsthand, engaging with the brand through personalized demos.
The event attracted a curated guest list of approximately 60 editors from top-tier publications, including Buzzfeed, PEOPLE, Variety, Travel + Leisure, Maxim, New York Magazine, Billboard, Wall Street Journal, and Esquire. This diverse media representation showcased the brand’s relevance not only in audio but also across lifestyle and culture outlets. 11 selected influencers also attended the event and shared their experiences online, generating over 90 organic social posts across media and influencers, resulting in over 360 million online impressions.
Bowers & Wilkins delivered an unforgettable evening that resonated with attendees, exemplifying the power of storytelling while fostering connections between the brand and its ambassadors, and media. By celebrating its partnership with David Beckham and the launch of the Pi8 and Pi6 earbuds, attendees left with a renewed appreciation for the brand as an audio leader with cultural relevance.
See more work by M&C Saatchi Group here.
