Cutting through the noise: How we positioned grell as an engineering-first challenger in the audio market
The brief
In September 2025, grell, a German audio startup founded by legendary headphone engineer Axel Grell, approached us to support the launch of their latest product, the OAE2.
After nearly three decades shaping the headphone industry at Sennheiser, Axel Grell set out to build something fundamentally different: a family-run company focused on uncompromising sound quality, engineering excellence, and long-term thinking — in contrast to an industry increasingly driven by features, apps, and lifestyle positioning.
The challenge was clear: position grell beyond a niche audience of audio enthusiasts, establish the OAE2 as the next brand’s flagship product, and translate credibility into visibility and sales.
Building on grell’s strengths, we developed a PR strategy focused on earned media, clear messaging, and targeted storytelling across tech and audio specialist media.
The campaign
We positioned grell as a credibility-first challenger in a hype-driven market.
At the center stood the OAE2 – a headphone based on research results from a mutual project of grell with Leibniz University Hannover, featuring a new acoustic concept and a strong focus on durability and precision.
We leveraged Axel Grell’s legacy to build trust with media, while keeping the spotlight firmly on the product. Through targeted outreach, review samples, and briefing calls with journalists, we translated deep tech into compelling stories for both specialist and broader tech audiences.
Our communication followed a clear three-phase approach:
- Pre-launch: build anticipation and visibility
- Launch: maximize coverage and reach
- Post-launch: sustain momentum and strengthen trust
The results
We secured 35+ press clippings across key tech and audio media, including heise online, connect, t3n, and Notebookcheck.
Coverage ranged from announcements to in-depth reviews, with multiple positive test results highlighting the OAE2’s unique sound concept. High-reach placements, including heise online and Krone, helped expand visibility far beyond the core audiophile community.
By combining a strong founder story with a differentiated product narrative, we successfully positioned grell as a credible alternative in the high competitive consumer audio market — proving that engineering can cut through the noise.
