JBL is renowned for its long audio history and legendary sounds. Yet yearly, the consumer tech segment increasingly saturates – with fierce competition vying for a broadened customer base of younger purchasers.

We brought the wonder of sound to China’s legendary wonder of the world – The Great Wall. The enduring symbol of human ingenuity spanning centuries meets the new pinnacle in audio ingenuity.

When the night fell, the Echoes on the Great Wall event began, with the installation illuminating and transforming the mountainside into a flowing canvas of light and shadow.  The lighting traced the winding contours of the Great Wall, projecting the new JBL TUNE FLEX 2 and JBL TOUR PRO 3 amidst the layered bricks and stones. Innovative sounds of JBL resonated across the Great Wall as the audience became fully immersed in an unparalleled audio-visual feast, complete with performance by brand ambassador, actress Rosy Zhao.

120% increase in JD store's transaction amount

110% growth in headphone category transactions

800% YoY growth in unique visitors