Work

Bose
Better Content Through Data

We made Bose authentic and relevant for Millennials by using Spotify data to identify music stories they would love

Understanding

Bose’s mantra is ‘Better Sound Through Research’ but it’s a brand that’s brilliant rather than cool.

With Bose about to launch its first fashion headphones, we realised that simply producing great sound wouldn’t be enough to ensure sales.

We needed to make Bose relevant and authentic to our target audience of millennials.

Solution

Our idea was to make its mantra relevant to millennials by celebrating great music, creating content that would earn newsfeed minutes and forcing consumers to reassess.

Spotify’s listening data helped us uncover hidden musical movements from around the world – identifying trends that were new, real and undiscovered. We teamed up with Vice and Facebook to create, distribute and target our message.

Execution

To get millennials’ attention we created engaging, authentic, documentary-style content, using the listening data to shape two key properties – ‘Scene Unseen’ and ‘Behind the Sound’.

Results

The #listenforyourself videos have so far been seen more than 25 million times across all platforms and continue to be watched, transforming Bose’s brand image in this critical market. The impact on sales was as dramatic as our films.

Awards and Recognition

  • Cannes Lions 2015 | Bronze Media Lion: Other Consumer Products (including Durable Goods)
  • M&M Awards 2015 | Winner: Best Partnership Award
  • M&M Awards 2015 | Highly Commended: Best Use of Social Media

Credits

Next
Babyshop Embraces Showrooming
Previous
Sea Hero Quest