LD Systems ANNY 8: Product launch with pro sound

In autumn 2024, LD Systems, the pro audio brand of the Adam Hall Group, faced an important mission: the successful launch of the ANNY 8, a portable PA system for music lovers, campers, wedding couples and performers. Fullstop PR was commissioned to position the product as a lifestyle and pro audio hybrid in the competitive Bluetooth speaker market. Between September 2024 and February 2025, we conceived and delivered a comprehensive PR campaign including a product launch, a press trip and creative themed settings.

The market for portable speakers is saturated and competition is fierce. The challenge: to position LD Systems’ ANNY 8 as a high-quality, multifunctional PA system – relevant to both leisure users and professionals. In addition, the product’s innovative strength and design excellence had to be made emotionally tangible through the “Made in Germany” brand story.

For the launch of the ANNY 8, we developed a multi-stage PR strategy that combined the product’s technical strengths with emotional storytelling. At its heart was a clearly structured communications campaign that presented LD Systems as both a technology brand and a lifestyle brand. Through topic-specific press releases – from camping and weddings to Christmas gifts – we placed ANNY 8 in consumer and trade media with strong reach. A particular highlight was the exclusive factory visit in Neu-Anspach, where selected journalists could experience the company, the product development and the sound first-hand. This personal access to the brand not only deepened the coverage but also fostered lasting relationships with relevant media contacts.

The campaign was backed by extensive product tests in outlets such as c’t, FAZ Kaufkompass, Videoaktiv and Event Rookie, as well as targeted placements in seasonal specials around Christmas and camping. Editorial competitions – for example in Computer Bild – also increased visibility and interaction with the target group. In total, the campaign generated more than 60 high-quality clippings with over 43 million potential impressions. The estimated media value was over €536,000. What made the launch so successful: ANNY 8 was communicated not just as a product, but as a solution for modern lifestyles – whether for a wedding in the countryside, spontaneous jam sessions around the campfire or as a gift for sound enthusiasts.