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."
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
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
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
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
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
31. Your favorite artist never sounded
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
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
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.