The campaign, which includes Web advertising for the first time,
supports the overall message that iLive offers
“iPod/iPhone docks that live for you,” a spokeswoman said. Print
ads in consumer technology magazines and trade magazines will run during the
holiday season through International CES. Web ads are already online and will
run through November. The Web ads run on sites targeted to technology followers
and to women ages 18 to 39.
The ads focus on four iPod/iPhone-docking
product groups: portable docking systems, iPhone-compatible systems, home-theater
systems and wireless speaker systems. “The iLive systems are designed for
how we each live our life,” said DPI CEO Bill Fetter. “We want to
meet our customers’ needs, whether that’s a portable system that lives for
style, a system with wireless speakers that lives to play indoors or outside,
or a bar speaker system that lives for HD entertainment,” he said.
The campaign includes a change in the brand’s pronunciation of
“live” to a verb “to reflect an active role [that
iLive] products take in the lives of consumers,” the spokeswoman said. Through the
advertising and marketing efforts, iLive “will position its audio solutions as
the products that ‘live’ for consumers,” the company added.
To get the pronunciation change across
in the ads, the ads will read “iLive for style” to promote portable
system, “iLive on my schedule” to promote clock radios, “iLive for movies” to
promoter surroundbars, and “iLive indoors and outdoors” to promote wireless
All iLive audio systems are priced at
suggested retails of less than $200, and more than 80 percent cost less than
$99, the company said.