At the time a relatively new entrant in the Australian hi-fi market, the Japanese Denon label nevertheless had a long and illustrious history stretching back to 1910, having had a hand in numerous audiophile equipment firsts throughout the 20th century.
They’d pioneered such (for the time) cutting edge technologies as gramophones, LP records, compact discs and players, digital recording equipment, surround sound home theatre systems, MiniDisc players and much, much more.
The only problem was that virtually no-one in Australia had ever heard of them.
Our series of introductory ads in specialist and general media (plus a full suite of collateral materials) brought not only significant brand awareness in this new market, but also strong sales through cooperative advertising with hi-fi dealers.