JBL Tour Pro 3 Rich Media Ad Campaign Design
Robin Filbee
Introduction
As Lead Designer and Developer, I directed the creative and design of the JBL Tour Pro 3 ad campaign, developing interactive layouts in HTML5 and CSS via the Cavai platform. The campaign aimed to boost brand awareness and drive traffic by showcasing key features like battery life, sound quality, and adaptive noise cancelling in an engaging, mobile-first format. Targeting young adults interested in premium audio and tech, the ads ran across multiple rich media sizes and eight countries through partners including Blis, GumGum, and Teads.
The first concept lets users choose their favorite earphone feature, while the second simulates real use—allowing interaction with noise cancelling, play, and pause for an immersive ad experience.
As the client moved towards interaction-led design, the creative evolved with dynamic visuals and stronger motion, producing two versions: one video-led to boost engagement and another optimised for visual impact and brand consistency, both adaptable across desktop and rich media formats.
OOH Poster - When the QR code is scanned the user can view the creative from their phone
In the second campaign phase, two new creatives launched with added speakers: one used a slider to boost engagement, and the other used hover interactions to reveal user interest and gather valuable data.
Results
The campaign delivered strong engagement across all markets, exceeding benchmarks for both interaction and click-through performance. The interactive, mobile-first creative approach successfully captured user attention, driving meaningful brand awareness and traffic to JBL’s website. The results highlight how a cohesive, hands-on experience can effectively connect users with JBL’s products in a playful and memorable way.
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Posted Oct 26, 2025
Directed creative and design for JBL Tour Pro 3 ad campaign using HTML5, CSS, and Cavai.
