How do you demonstrate Bose speakers through F1 footage that has no sound?

Brand Campaign  •  B2B Marketing  •  Videos  •  CSM   •  Bose  •  2018

 

BRIEF: Update the yearly B2B incentive campaign, run by Bose, targeting retail sales people in electronic stores across UK and Europe, to establish an emotional connection with the brand and the products so that the sales people more recommend Bose products over competitor brands.

IDEA: Based on the insight that Bose was founded by an MIT professor, called Dr Bose, and the company still relies heavily on MIT for research and development, we decided to put the audience in the shoes of a Bose sound engineer and invite them to Discover a New Sound with Bose and Mercedes-AMG Petronas Motorposrts F1. The campaign was housed on a web platform and was essentially an online competition that included 3 challenges based on F1 sounds and product features.

COMPETITION MECHANICS

The videos were rolled out on the existing web platform, which we reskinned for the 2017/18 competition. There were 3 challenges that were revealed once a month. Each challenge included 3 steps – watch video, read product info, answer quiz questions. The quiz questions were related to the video and the product information. The top scorers from each challenge made it on the leaderboard and the winners got the grand prize of a weekend away to the Barcelona GP to see the Mercedes AMG Petronas Motorsports team in action. Check out the 3 videos below (please note as these videos sat on the website which was available in 10+ languages there are no titles on the videos)

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.

REACH

The competition was launched 10 countries (including Netherlands, Germany, France, Spain, Italy) with participants from all the biggest electronic retailers in Europe and the UK like (Curry’s and Mediamarkt). 

PLATFORM RE-SKIN

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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