In 2018, Bang & Olufsen approached FRIDAY with a specific challenge: to shift their positioning from a tech brand to a lifestyle brand. This marked the beginning of a close collaboration with the iconic company, where we helped secure substantial presence in a range of lifestyle media in Denmark, such as Euroman, Bo Bedre, and Børsen Pleasure.

The effort paid off. In the first year, the number of mentions in tier-one media increased by 46 percent. When B&O launched the world’s first cradle-to-cradle-certified speaker in 2021, FRIDAY undertook a focused campaign to position B&O, including a series of high-profile press events that garnered global attention for the company’s sustainability efforts.

FRIDAY also ensured that B&O’s products were reviewed and featured in all Danish tech media. During the first year of our collaboration, we doubled the number of reviews, with 99 percent of reviewers giving the products top marks – a credit largely due to B&O’s design team.