case

Rebranding one of the greatest names in gaming audio

EPOS was formerly known as Sennheiser Communication and is a joint venture between Demant Group – a world-leading audio and hearing technology corporation – and Sennheiser. Jointly, the company has over 115 years of experience in audio innovation. EPOS was established in 2019 and now sells the former Sennheiser product lines under the name EPOS| Sennheiser. The goal of EPOS is to become known as the high-end audio provider for gamers.

Goal

Establish EPOS as the premium provider of headsets and mics for gamers.

Strategy

Education and clear communications based on experience

Outcome

Dozens of positive media reviews, awards, and influencer promotions

Goal

Establish EPOS as the premium provider of headsets and mics for gamers

As an unknown brand, particularly amongst gamers, EPOS needed to establish itself as the premium provider of quality audio headsets and microphones in the market.

digitalPR was brought on-board to support EPOS during its rebranding phase, through the daily management of relations with media, reviewers, and influencers. Our goal was to secure positive coverage about EPOS and EPOS products in key media, to establish the brand in the minds of gamers.

Strategy

Education and clear communications based on experience

digitalPR had previously worked with the existing EPOS | Sennheiser line of products, including successfully pitching these products to top reviewers in the key media outlets within the Nordic region. As such, media were already familiar with the quality of the products and the Sennheiser name. Our job was to introduce the new EPOS brand and educate media regarding the close connection to Sennheiser Communication.

Through successfully promoting audio hardware in the past, digitalPR learned that great audio products cannot be ‘explained’ – they must be experienced. With our knowledge and journalistic background as former tech reviewers, the

digitalPR team made sure to test the products, before sending them to reviewers. Too often review hardware is sent out by inexperienced PR-agencies with no knowledge of the product. Our in-depth knowledge and experience allow us to clearly communicate the benefits, and deal with questions and concerns in a timely manner, helping to avoid negative coverage.

In addition to reviews and media relations, digitalPR also leveraged key gaming influencers in the region to create long-term collaborations and ambassador agreements. This helped to place EPOS front-and-center in the minds of gamers.

Outcome

Big win

In just the first two months (April/May) of the campaign, digitalPR had already secured reviews in some of the largest relevant gaming media in the Nordics, including Gamedeactor and Daily Rush. We also secured a high-profile influencer agreement with Gex, one of Denmark’s largest influencers, who promoted the EPOS GSP 600 headset and GSX 1200 Pro amplifier to his influential fanbase.

Examples of results and coverage (2020):

• Reviews secured in:
• Gamereactor (pan-Nordic)
• Daily Rush (Denmark)
• Feber (Sweden)
• SweClockers (Sweden)
• Tek (Norway)
• V2 (Finland)

• Influencer promotion secured with:
• Gex
• Bergerbrush
• JNS Tech