BUILDING
A MUSIC STREAMING PLATFORM.
A SERIOUS BUSINESS PROBLEM
JB Hi-Fi had seen first hand the massive shift in how consumers acquire music.
Throughout the 80s and 90s, music was been a huge part of JB Hi-Fi’s business. In fact, during this time, JB Hi-Fi was the biggest retailer of music in Australia. However, over the last decade they’ve seen this market get smaller and smaller. It started when iTunes launched in 2001, and has continued to shrink with new digital competitors. Of course, music is also one of the most pirated commodities in the world.
In short, no one was buying CDs from JB Hi-Fi anymore.
THE BRIEF
So when JB Hi-Fi sat down with us, we knew we weren’t facing the common brief of increasing market share. We were being charged with changing JB Hi-Fi’s business model.
IN THE CLIENT'S OWN WORDS...
“JB Hi-Fi has always been about discovering new music. It’s losing track of time on a Saturday afternoon as you browse through all the different sections of music - inspired by the layout, staff and vibe of JB Hi-Fi. That’s the JB experience. Bring that to life digitally. That’s the brief.”
IDEA
Changing JB Hi-Fi's business model by creating Australia’s first ever music-streaming service, built around discovery.
CREATING THE INSTORE EXPERIENCE ONLINE
Where the product truly stood out was its world-first music discovery engine.
No other streaming service had such a feature. It made discovering new music simple and enjoyable. Consumer feedback on the search feature was that they lost track of time discovering new albums and artists, just like years of past inside JB Hi-Fi retail stores.
Spotify was still a year away from its Australian launch. We beat them to market, becoming the first music streaming service in the country..
RESULTS
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Just two months after launch, JB-Hi Fi NOW was already getting incredible results
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In just three weeks following the soft BETA launch, we received 110,000+ visits
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13,000 of these have signed up and listened to 155,000 tracks. And spent over 2.3 million minutes spent on the site
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JB Hi-Fi NOW became the new gold standard piece for Isobar Australia
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The platform has completely changed the client’s business model
