BOSE Discover a New Sound

How do you demonstrate Bose speakers through F1 footage?

2018

Creative Direction  ·  Brand Campaign

BRIEF: Create a B2B campaign for Bose targeting retail sales people in electronic stores to promote the brand and the products so they can recommend Bose over competitor brands.

IDEA: An online competition inspired by Bose sound engineers which invites sales people to discover sounds of F1 while learning about product features, through the soundscapes of F1.

 
CHALLENGE 1: DISCOVER HIDDEN SOUND

PRODUCT FEATURE: Phaseguide (Surround sound)

It’s what you hear that gives you the full picture. What happens if we mute the sound of the Mercedes-AMG Petronas Motorsport roaring engine? What else do you hear? Watch the film below to discover the hidden sounds.

CHALLENGE 2: DISCOVER CLEARER SOUND

PRODUCT FEATURE: QuietPort (Clearer bass)

To get the full sound experience, you need to hear the low tones of the sound, not just the high ones. Watch the film below and discover the impact of clearer sound when we turn up the bass of the engine.

CHALLENGE 3: DISCOVER SYNCHRONISED SOUND

PRODUCT FEATURE: Multi-room streaming

For the music obsessed, every space is an opportunity to listen to your playlist. Follow the Mercedes-AMG Petronas Motorsport team around the track and discover the ease of synchronised sound.

COMPETITION MECHANICS

The videos were rolled out on the existing web platform, which we reskinned for the competition. Each video was followed by a few quiz questions to qualify them to win the prize of a weekend in Barcelona for the F1 weekend to see Mercedes AMG Petronas F1 in action.

 
REACH

The competition included 10 countries with entrants from all the biggest electronic retailers in Europe and the UK.

THE REAL CHALLENGE

Creating videos about sound and speaker features with existing brand footage which has zero sound and getting the engine sound right.

THE REAL FUN

 Trying to recreate dubstep-like bass sounds over the phone to the sound design studio.

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