Bose Ad Campaign - "Silence Never Sounded So Good"

We are communicating in order to promote Bose quiet comfort headphones. We are communicating directly to our target audience ranging from twenty to thirty years old. Our target audience is not price sensitive and is looking for excellent sound quality.

In addition, our audience consists of music mavens who take their music very seriously and want the best sound possible for their music experience. This market does not want to hear anything but their music, which is why they will appreciate the quiet comfort feature. The opportunity is to capture new cus-tomers while retaining existing, loyal customers. Our communication will capti-vate the audience by showcasing the unique silent sound quality of the head-phones in tandem with the quiet locations that we chose to shoot our photos in. We will accomplish this captivation by placing our ads in magazines and we will have an Instagram campaign.

The strategic idea behind the campaign is that the customer can feel satisfied in purchasing headphones that will not only enhance their musical experi-ence, but block out extraneous background sound. The message will be sup-ported by our big idea, which is, “Silence never sounded so good.”

The mandatory elements of this campaign are to target an audience, create objectives, and create strategies and tactics to achieve those objectives. In order to portray the quality of this brand, we decided to incorporate high quality images, minimalist aesthetic, and clean-looking, but minimal body copy.

Our deliverables are three magazine advertisements that will run in publica-tions such as Sports Illustrated and Time magazine. In addition, our wild card is an Instagram contest where we will ask Bose lovers to Instagram their quiet comfort headphones in their favorite quiet place and hashtag #BoseQuiet-Comfort. This Instagram campaign will be advertised by a brand ambassador we have chosen for Bose: Sam Smith. Sam Smith will first Instagram a picture on his account and then will help choose the 100 winners of the contest who will win free tickets to his show and a backstage pass to meet him.

Our Creative Brief

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Location

Wild Card

#bosequietcomfort

trend Board

Headline Ideas1. Escape into your world2. Feel the music3. It’s the experience4. The Bose experience5. You’ve never heard sound like this6. Tune the world out7. Escape for a moment8. Your music never sounded this good9. Escape to the concert10. Escape. Enjoy11. Escape to your happy place12. Tune into your music.13. We’ve got your back14. Bose has your back15. Let us hook you up16. Revolutionizing the way you hear17. Revolutionizing sound18. The Bose difference19. Hear what you want to hear20. Escape21. Bose perfect sound22. Hear it all 23. Clarity in your music24. Focus in on your sound25. Zeroing in on great sound

26. Tuning the rest of the world out27. Your music is an experience28. Beyoncé never sounded so good29. Sam Smith never sounded so good30. Your favorite band never sounded so good31. Your favorite artist never sounded so good32. You. B. Bose. That’ it33. The rest of the world isn’t invited34. Cordially inviting you and your mu-sic to the Bose experience35. Heightening your senses36. Heightening sound37. It’s like you had one sense38. The Bose revolution39. The Bose sound40. Proof in the package41. Bose has you covered42. Listen. Tune out. 43. Listen to what you want to listen to. Tune out the rest.44. Electric sound45. Revolutionizing sound46. The sound you’ve never heard47. The best thing you’ve never heard48. Some things are meant to be heard correctly49. Hear the Bose difference50. Tune Bose in. Tune the world out 51. Quiet never sounded so good52. Library quiet 53. Dangerously quiet

Comps

DeliverablesGoal and Objective of Campaign: The goal of our campaign is to increase brand awareness of Bose quiet comfort headphones and also position Bose in such a way that it seems trendier to the millennial generation.

Strategy: Our strategy to increase brand awareness and make Bose appear trendier is to utilize pop phenomena, Sam Smith as our brand ambassador. Smith will be the face of the #BoseQuietComfort Instagram contest.

Promise: Bose Quiet Comfort Headphones promise quality sound unlike anything the consumer has heard before that drowns out all other extraneous noise.

Big Idea: “Silence never sounded so good.”

Primary Research: For our primary research we surveyed 10 people to see if they have ever heard of Bose. In addition, we also asked them if they had ever heard of Beats by Dre. 70% had heard of Bose and 100% had heard of Beats and knew of someone (whether it was a personal contact or celebrity) who owned Beats. The key insight we got is that people knew about Bose but had much more knowledge of Beats by Dre and could recall advertising where celebrities endorsed Beats by Dre.

Secondary Research: For our secondary research we took a look at Bose’s website as well as their social media. We also took a look at Beats by Dre.

Target Market Profile: Meet Jill. Jill is a 26-year-old, seasoned New Yorker. Jill enjoys doing yoga, going to concerts, and exploring the big apple. Jill takes her music very seriously and spends a significant amount of time researching bands and listening to music. She is willing to splurge on high quality headphones from Bose be-cause she wants to hear the Red Hot Chili Peppers at their best while walking along bustling 34th street. Jill also wants to drown out the sound of the city while we goes about her every day life.

Creative: We wanted our creative to be minimalist and show Bose Quiet Comfort headphones in places that represented silence and serenity. Therefore, we chose a library, a gorge, and the woods. Our copy shows off the main feature of the head-phones: that they are silent.