Beat Your Impossible Previously Jabra has used “Show Your Strong” as a theme to drive consumers to be the best the can be. This September, Jabra will continue to build off these messages as they introduce a new product. The Pulse’s campaign will center itself around the notion of “Beat Your Impossible” while using the hashtag #CheckYourPulse. This is a way to drive the theme of fitness, motivation, and endurance as well as product name & the action( of checking your pulse). The following experiential strategies will be implemented to drive sales: ●  Product Launch in form of Central Park Run ●  Social: #CheckYourPulse hashtag, introduction of e-commerce site, marathon theme ●  Running Influencer Program using #CheckYourPulse to highlight running scenery ●  Contest: Tell us how you Beat Your Impossible sharing your inspiring story ●  Runner’s World Ad ●  Webinar with Craig Alexander ●  Youtube Video that highlights inspiring story for Beat Your Impossible campaign

By building off the continuity and community previous campaigns, we are asking our audience to check their pulse, both the app and their heart rate.

Product Launch: Central Park Run The Jabra consumer loves to be active and loves to be in the center of everything. To launch The Pulse, we propose a run in the heart of NYC, Central Park. We will display the Pulse, as well as share how the app can be used. After the group run, there will be a raffle for the Pulse. In order to enter, everyone must share the Central Park scenery on Instagram using #CheckYourPulse to enter to win. This is a great way to reach the running community and spread awareness about The Pulse.

Digital Storytelling With the recent rise of video’s importance in digital media, we believe that in order to fully tell a story, there should be a video component. Jabra should have a short film clip on Youtube or Vimeo that helps examine our theme of Beat Your Impossible by taking an inspiring story and utilizing a more captivating/viral approach to grasp the watchers attention. This will build interest and a buzz around The Pulse. The film can be used on their new e-commerce website or as an Ad on Runner’s World and can certainly be shared as content on Facebook and Twitter. The runner in the film will be using the Pulse and will embody the Life Without Wires lifestyle.

Social Community Beat Your Impossible Contest What is it? Contestants will tell their inspiring story of how they Beat Their Impossible for a chance to enter to win a Pulse. The voting process through our social community will build awareness across all platforms, including Runner’s World, while giving contestants recognition for the battles they’ve overcome in hope to inspire other followers.How it works? -Seed through most inspiring stories posted weekly -Create sharable facebook app for voting for most inspiring Beat Your Impossible story -Post them across various social media platforms/Runner’s World to engage all communities

#CheckYourPulse

Webinar: Craig Alexander Q&A with Craig Alexander to build a motivating and inspirational face to the name of The Pulse. Here we’ll have our speaker go in depth about his training, why HRM’s are important, and why something like the Pulse is revolutionary to those who have the opportunity to use it. This webinar will act as an event for September, as our major spokesmen helps propel the Pulse, as well as the Jabra brand, forward.

#CheckYourPulse What is it? Instagram influencers post their map snap/scenery picture collage Users either create a collage or have one picture showcase the scenery of their workout using the #CheckYourPulse hashtagThis will promote the benefits of running as well as show people that exercising doesn’t need to be boring and linear. Users can see each others scenery and get inspired when they search #CheckYourPulse.

How it works? Select a myriad of runners with a strong social following Have them screenshot their app map and post a collage of their running scenery and their workout using the #CheckYourPulse hashtag Have them include importance of what a product like The Pulse means to them.

Building Momentum What is it? There are a few things we would like to thematically highlight in September to create awareness for the Pulse. Here we will work with both written and video blogs to promote and create awareness for the Pulse. Influencers like Lifestyle runners and NYC Marathon trainees can post images of themselves with the product and describe how the Pulse helps them on their run, train, and get inspired for the day ahead of them.

How it works? - 8-10 Runners with a heavy social following

-Student Athlete -Post Grad- “20 Something” -Mother/Father -Professional Athlete - Craig Alexander

-Each participant will post a “Check Your Pulse” social post -#CheckYourPulse

Thought Leadership We believe that the “Beat Your Impossible” campaign which will include video, a contest, an influencer program and most of all, inspirational storytelling - we will be able to tap further into a group of consumers who relate to the Jabra story. The overall theme and implementation of the September plan will resonate with our audience and drive them to be the best versions of themselves with Jabra. Moreover, this initiative to develop the brand into a consumer driven product will help achieve more attention and a positive feeling about the brand.