After parting ways with long term partner Beats by Dr Dre, an opportunity existed for Monster Headphones to become a stable sub-brand for the audio company.  Magnum was appointed to relaunch the brand in Australia.

Services: PR, event management, influencer marketing

Results: 42 million earned media reach

$3 million earned media value


How do we position Monster Audio as a leading music brand in Australia?

Our brief was simple – to (re)launch Monster as a standalone brand in the headphone market (it continues to dominate in the cable market) in Australia with a fashion, sport and lifestyle skew (to support all product categories within the headphone market).

The brief was open to all communications platforms with an integrated approach being a must.



Magnum developed and executed an integrated launch campaign which included an experiential event concept, global ambassador press visit (which was supported by a local influencer program) and a comprehensive media relations program.

We held an epic rooftop pool party at a leading Sydney venue which featured exclusive performances by leading Australian artists.

Magnum also flew out the world’s first male Supermodel Tyson Beckford for a week-long press tour which saw him appear across media nationally as Monster’s ambasador.  Tyson also made several in-store retail visits (including Myer), hosted the rooftop party and attended Derby Day in Melbourne.

A heavy-weight media relations program was implemented driving coverage around the event, Tyson and all key products within the Monster Headphones range.

The resulting coverage reached 42  million with more than 350 media, celebrities/influencers attending the event.  Earned media value was $3million.