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We are communicating in order to promote Bose quiet comfort headphones.
We are communicating directly to our target audien...
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Location
Wild Card
#bosequietcomfort
trend Board
Headline Ideas
1.	 Escape into your world
2.	 Feel the music
3.	 It’s the experience
4.	 The Bose experience
5.	 You’ve ne...
Comps
Deliverables
Goal and Objective of Campaign: The goal of our campaign is to increase
brand awareness of Bose quiet comfort...
Bose Ad Campaign - "Silence Never Sounded So Good"
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Bose Ad Campaign - "Silence Never Sounded So Good"

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This is an ad campaign centered around Bose Silent Comfort Headphones. The campaign was created during my junior year of college with a fellow Park student for our Advertising, Copywriting and Art Direction class. Our marketing strategy focuses on the extraneous sound blocking features of the headphones with our big idea, "Silence Never Sounded So Good."

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Bose Ad Campaign - "Silence Never Sounded So Good"

  1. 1. 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
  2. 2. Print Advertisements
  3. 3. Print Advertisements
  4. 4. Print Advertisements
  5. 5. Location
  6. 6. Wild Card #bosequietcomfort
  7. 7. trend Board
  8. 8. Headline Ideas 1. Escape into your world 2. Feel the music 3. It’s the experience 4. The Bose experience 5. You’ve never heard sound like this 6. Tune the world out 7. Escape for a moment 8. Your music never sounded this good 9. Escape to the concert 10. Escape. Enjoy 11. Escape to your happy place 12. Tune into your music. 13. We’ve got your back 14. Bose has your back 15. Let us hook you up 16. Revolutionizing the way you hear 17. Revolutionizing sound 18. The Bose difference 19. Hear what you want to hear 20. Escape 21. Bose perfect sound 22. Hear it all 23. Clarity in your music 24. Focus in on your sound 25. Zeroing in on great sound 26. Tuning the rest of the world out 27. Your music is an experience 28. Beyoncé never sounded so good 29. Sam Smith never sounded so good 30. Your favorite band never sounded so good 31. Your favorite artist never sounded so good 32. You. B. Bose. That’ it 33. The rest of the world isn’t invited 34. Cordially inviting you and your mu- sic to the Bose experience 35. Heightening your senses 36. Heightening sound 37. It’s like you had one sense 38. The Bose revolution 39. The Bose sound 40. Proof in the package 41. Bose has you covered 42. Listen. Tune out. 43. Listen to what you want to listen to. Tune out the rest. 44. Electric sound 45. Revolutionizing sound 46. The sound you’ve never heard 47. The best thing you’ve never heard 48. Some things are meant to be heard correctly 49. Hear the Bose difference 50. Tune Bose in. Tune the world out 51. Quiet never sounded so good 52. Library quiet 53. Dangerously quiet
  9. 9. Comps
  10. 10. Deliverables Goal 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.

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