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McIntosh Audio

INFLUENCER AWARENESS CAMPAIGN - CAMPAIGN STRATEGY, CREATIVE DEVELOPMENT, MEDIA PLANNING

McIntosh Laboratory, a legendary name in high-end audio, approached BasedOn to develop an awareness campaign to feature its collaboration with Jeep, one of America’s most iconic American SUV brands.

RESULT OF PASSION

BasedOn’s “Result of Passion” campaign aimed to celebrate the collaboration between two iconic brands—McIntosh and Jeep—through the personal stories of two Detroit legends: Ralph Gilles, Chief Design Officer at Stellantis, and Carl Craig, a Grammy-nominated electronic music artist and techno pioneer.

Leaning heavily into storytelling, “Result of Passion” used rich and warm visuals, a vibrant soundtrack, and conversational dialogue to express the shared philosophies of McIntosh and Jeep. Themes explored in the campaign included:

CRAFTSMANSHIP

Both brands highlighted their meticulous attention to detail and commitment to quality.

HERITAGE

The narrative traced the American roots of both companies, and the significance of them coming together to create a soundstage on wheels.

INNOVATION

It spotlighted McIntosh’s return to automotive audio, partnering with Jeep to develop the world’s first reference-level sound system, a major technological and design milestone.

Campaign Strategy

BasedOn’s campaign strategy was anchored to the concept that at the intersection of design and sound lies passion. To explore this concept, BasedOn’s content strategists proposed an upper funnel awareness campaign featuring a cinematic exploration of how two creatives—one behind the design of Jeep vehicles and the other behind Detroit’s musical identity—channel emotion and precision into their work.

“Music is all about emotion. design is all about emotion. When those two worlds meet in a meaningful way, you get something unforgettable.” — RALPH GILLES

A chapterized approach to video storyboarding and scripting enabled BasedOn to repackage long-form video into short-form video, reels, stories, and in-feed posts necessary to raise awareness and sustain interest across Meta (Facebook, Instagram) and Google (YouTube) platforms over a sustained period of time.

Media Planning

To generate the level of awareness required to meet McIntosh’s campaign objectives, BasedOn developed a media plan identifying recommended media spend across various digital platforms, positioning the campaign to capture a large share of addressable audience of audio enthusiasts.

To inform spend recommendations, the BasedOn team analyzed platform-specific data to draw clear insights pertaining to audience size and time to market, ensuring that the plan caters to the upper stages of the marketing funnel: awareness and consideration. Weighting budget recommendations against these stages, BasedOn assigned specific key performance indicators (KPIs) that guided aware audiences through the next best steps toward consideration and ultimately conversion.

Content Development

BasedOn’s design team worked with McIntosh and Stellantis brand and sales leadership to develop a series of evocative storyboards and conversational scripts to inform look and feel, footage required, key conversation points and editing. Informed by the campaign strategy, storyboards and scripts were designed to feature the following key moments:

McIntosh and Jeep’s shared appreciation for quality, detail, and heritage

Driving sequences inside the Jeep Grand Wagoneer that reference the immersive McIntosh sound system in motion

Results

“Result of Passion” exceeded KPI targets in raising awareness of the McIntosh x Jeep partnership, increasing brand affinity for both McIntosh and Jeep among design, music, and luxury lifestyle audiences and driving engagement across new audiences.

Awareness targets realized included:

  • 2.5M+ Views Across Digital Platforms
  • 53% Increase Over Targets
  • 120K+ Social Interactions Within First Week
  • 55% Increase Over Targets

Summary

“Result of Passion” is more than a campaign—it’s a celebration of legacy, of collaboration, of craftsmanship. It proves that when brands invest in storytelling grounded in authenticity, the results resonate far beyond the product.