Bose Urban Conductor
How MediaCom Beyond Advertising encouraged personal engagement with Bose through the Urban Conductor Experience
In 2014 Bose launched SoundTrue Headphones- A colourful and stylish range, aimed at millennials, who consider both style and sound when buying headphones in this competitive category.
In previous years Bose had targeted business travellers through traditional experiential formats in stations.
In 2014 Bose briefed Mediacom Beyond Advertising to create a unique, authentic and powerful experience, targeting an 18-24 year old audience,that would truly encourage personal engagement with the Bose brand, whilst promoting the launch of SoundTrue.
The experience needed to give this younger audience, who are frequently targeted by brands a reason to trial SoundTrue headphones, share content amongst their peer group/own network and use #listenforyourself.
The Bose brand heroes sound quality vs specific genre affiliation and so we needed to communicate sound and music credibility across varying genres within any activation.
Our solution was the creation of the Bose Urban Conductor- An arresting visual structure, housing multiple experiences, which lived in Ely’s Yard London, followed by Great Northern Manchester over 2 weekends in September 2014.
At the heart of the installation lay the Urban Conductor itself, a series of booths housing an immersive, audio visual experience that allowed users to recreate their own version of an iconic track and share it on Facebook, all whilst wearing SoundTrue headphones.
The reimagined iconic track was born from a partnership with Ella Eyre and composer David Arnold, who recorded a cover version of Bastille’s “Pompeii”. We had identified that this track had 122m views on YouTube and that it was one of the most popular tracks on Spotify in 2014. Using this data and our knowledge of the Universal Music roster, we were able to brief David & Ella to create a version of Pompeii, with eight individual ‘layers’ of sound, each relating to a different genre of music.
Users were able to step into a booth, put on the headphones and then using 8 equalisers dial up and down strands of the track to create their own version, whilst also experiencing unique visuals linked to each layer of music- No two experiences were the same.
A Bose digital gallery also lived within the structure, featuring content from ‘Scene Unseen’ an original content series created in partnership with Vice, which showcased undiscovered music scenes from unexpected locations around the world. There was also a pop up Bose store.
To launch the experiential activity, MediaCom Beyond Advertising, also produced a prestigious launch event for 120 invited press, influencers and VIP guests, in addition to the individual artists. Guests arrived to a surprise recording, as Ella Eyre laid down her vocals on the night, live from the studio as guests listened through SoundTrue headphones. This vocal recording would be used within the Urban Conductor Experience, which opened the following weekend. The live recording was then followed by an energetic live set. The launch was held in the esteemed Hospital Club, home to Mercury prize sessions and was hosted by Laura Whitmore.
On each launch weekend in London & Manchester, an artist performed on the roof of the Urban Conductor, to an audience of competition winners. Ella Eyre performed at the launch in London and local Universal Music artist Bipolar Sunshine performed in Manchester.
Throughout the campaign we partnered with Vloggers Jim Chapman & Tanya Burr to share their attendance at the PR launch and images of them using the Urban Conductor at Ely’s Yard.
MediaCom Beyond Advertising were the lead agency on the project, delivering the campaign idea, creative direction, talent partnership (Universal Music & Vlogger outreach), 360 degree project management- production and partnerships, content creation and distribution.
The Urban Conductor exceeded it’s KPIs with experiential attendance and interactions very much comprising of the key target audience.
The experience has changed perception among the target audience and made the brand more accessible. This is really demonstrated by comments, such as “I’ve never been into a Bose shop, I find it intimidating. But this was great and I didn’t feel intimidated at all!