Virtual Aurality.

Bose is a fantastic audio technology business who’s market share is under attack from celeb-backed Beats and easy-to-use AirPods. Bose asked us to help prove to it’s male 30+ audience that quality matters. We tapped into the importance of escapism…the urge to get away to somewhere else, somewhere special. I described Bose’s role in this as ‘Virtual Aurality’ - the idea that Bose sound is of such high quality that it can transport you to another place, just like VR does.

First off was The Garage. Bose wireless tech was coupled with a bespoke binaural recording of the Mercedes AMG Petronas F1 Team’s garage and an epic visual tease. Users were transported to a place they would never normally get to go via sound they would never normally get to hear. The experience rolled out globally, hitting F1 race weekends and local Bose stores, driving brand differentiation and sales. The strength of The Garage unlocked further experientially-led campaigns around the world for various new products including Sleep Pods (noise cancelling to aid sleep) and Frames (audio equipped sunglasses). Bose had previously relied on the story of its product innovation to engage its audience. We proved that embedding innovation in culturally-compelling experiences could take this to the next level.