Bose Urban Conductor

How MediaCom Beyond Advertising encouraged personal engagement with Bose through the Urban Conductor Experience

 

THE BRIEF

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 IDEA

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 RESULT

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!


FEATURED PROJECTS
Filter
Tesco F&F Novelty The advent of Christmas brings with it mince pies, tinsel adorned homes and, of course, Christmas jumpers. MEDIACOM CREATES ‘THE MOMENT’ FOR PRINCESS CRUISES TO ATTRACT MORE FIRST TIME CRUISERS In partnership with Princess Cruises, MediaCom's specialist division MediaCom Beyond Advertising (MBA) has released the cruise line’s first Australian-produced brand campaign, showcasing the transformative power of ‘The Moment’. PlayStation’s Universal Media Remote makes Life in the Living Room Easier A mockumentary, behavioral study commentating on the dramatic and sometimes difficult interaction between couples in the living room. Pinterest & Stylist's Handmade Christmas Christmas is approaching fast and if you aren’t quite in the Christmas spirit yet, then get ready because Pinterest have partnered with Stylist magazine to kick start your Christmas inspiration! MEDIACOM AND CUB’S GREAT NORTHERN BREWING CO. PARTNER WITH NATIONAL GEOGRAPHIC TO DISCOVER TRUE NORTH Bespoke content series featuring Outback Wrangler star Matt Wright encourages mates to relax and escape to the great outdoors to discover their True North MBA WINS BIG AT THE INTERNATIONAL CONTENT MARKETING AWARDS 2016 THREE GOLDS AND A BRONZE ROUNDS OFF ANOTHER BRILLIANT YEAR FOR MEDIACOM BEYOND ADVERTISING… MEDIACOM POLAND celebrates success at the Polish EFFIE AWARDS THE EFFIE AWARDS CELEBRATE THE GREATEST ACHIEVEMENTS IN THE FIELDS OF ADVERTISING AND MARKETING COMMUNICATIONS MediaCom Beyond Advertising South Africa wins big at the New Generation Awards MediaCom Beyond Advertising South Africa took home 5 of the 6 awards they were nominated for! MediaCom Beyond Advertising Canada Wins Cannes Lions Bronze with Skittles Holiday Pawn Shop It's never too late to celebrate, and we are very proud of our Canadian friends in team MBA for their success at the Cannes Lions with the Skittles Holiday Pawn Shop. MediaCom Russia celebrate success in the Top 10 Most Effective Agencies at the Effie Awards THE EFFIE AWARDS CELEBRATE THE GREATEST ACHIEVEMENTS IN THE FIELDS OF ADVERTISING AND MARKETING COMMUNICATIONS Churchill Lollipoppers: a multichannel success story MediaCom Beyond Advertising and Churchill Insurance embarked on an ambitious multi-channel campaign that brought together most departments within MediaCom in a truly connected and strategic system… MediaCom APAC wins big at The Festival of Media Asia Pacific Awards MediaCom receives 2 gold, 3 silver and 1 bronze award at The Festival of Media Asia Pacific Awards MediaCom Portugal wins big at the Sapo Digital Awards MediaCom Beyond Advertising Portugal has won two awards at the Sapo Digital Awards. MediaCom wins Grand Prix at Kreatura 2015 One Grand Prix and two additional statuettes continues MediaCom's success... MediaCom Wins Best Large Integrated Search Agency at UK Search Awards The UK Search Awards saw MediaCom shortlisted for 12 awards and walking away with one of the night's biggest prizes... MBA wins big at the International Content Marketing Awards 2015 The Grand Prix and four other awards rounds off a brilliant year for MediaCom Beyond Advertising… MBA Canada and Starbucks Win Silver MIA Award Silver – Best in Experiential over $100,000, Starbucks Canada for Starbucks Sparkle Shop MBA Canada + Volkswagen Win Gold MIA Award Gold – Best in Search, Volkswagen for VW Golf Head-2-Head MBA Canada + Revlon Win Bronze MIA Award Bronze – Best in Location-Based Marketing, Revlon for Revlon Éclatante de Beauté (Bursting with Beauty) MBA Canada Wins Big at the 2015 Media Innovation Awards! MBA Canada took home a Gold, a Silver, and a Bronze at the Media Innovation Awards (MIAs) The Times Ultimate Dinner Party with Siemens As part of a six week campaign we created a content partnership with The Times. Benenden – 100 Years of Fitness in 100 Seconds 100 Years of Fitness drew upon a story told with dance and music to connect the Benenden brand to consumers. Poligrip: Smooth FM Live Life Loud How Poligrip used content to inspire a younger audience to recognise that dentures aren’t a detriment to user’s lives Princess Cruises | Come Back New A global brand talks to Aussies in their language HIV Foundation Queensland - There’s Something I Want To Tell You An online and cinema documentary series telling the story of Queenslanders living with HIV MediaCom named Agency of the Year at the 2015 M&M Awards MediaCom also picked up another six wins and two highly commended at the global awards... KFC Partners with Big Brother Canada How KFC Canada got out of commercial time, and into the game. Bose - Better Content Through Data Driving reappraisal of Bose Headphones through data driven storytelling. Delivered via a unique three way partnership between Vice, Spotify and Facebook. Shell: The Power of Sport HUMAN ENERGY LIGHTS UP A COMMUNITY MBA shortlisted for a host of awards at the 2015 M&Ms MBA's work has helped MediaCom become the most nominated agency at the 2015 M&Ms SONY XPERIA Z3 LAUNCH: #PUSHZ3LIMIT SONY XPERIA Z3 LAUNCH: #URBANZ3XPLORER Nikon 1 - Experience 1 To help Nikon making its new target aware about the brand new range of products, Mediacom created a tailor-made strategy with premium content SONY XPERIA Z2 LAUNCH: #INSIDEMUNDIAL As one of the official sponsors of the World Cup 2014, Sony decided to communicate about the launch of its brand new Smartphone: The Xperia Z2. NBC Universal Devious Maid Gets Busted: Launch of Devious Maids Season 1. How we created hype and got people talking about Devious Maids in the lead up to the premiere episode. Your Future Is Not Pretty. Make-unders showing the future ugliness of smoking. Dell | Take IT Easy Win the Hearts of the IT Administrators to win the Contracts from the IT Decision-Makers. Sony: Hi-Res Audio launch How Sony used a talent-fronted media partnership to get a group of consumers typically resistant to traditional digital banner advertising to engage with Hi-Res Audio Shell Helix - Driven to Extremes Providing a slick message to drive consideration FIFA 15 – Celebrate What is it about this video game juggernaut that is so contagious? Why do people beg their mates for just ‘one more game’? Audi: The Road to Le Mans How Audi used content to promote fuel efficiency on the Road to Le Mans Lucozade Energy: Pimp My Summer Ball How MediaCom Beyond Advertising created a content marketing campaign around Lucozade YES moments that delivered big on creativity and results. Hasbro NERF Blasters Our multi-award winning ‘Office wars’ – helping German’s have fun at work Claire Danes on a full tank What if stopping for petrol was the only thing standing between you and a good day? Mario Bros for Shell Pennzoil wins OMMA Award Leveraging Mario Kart 8's gaming heritage, SXSW technology avant garde and Jimmy Kimmel's reach we made Shell Penzoil cool. Westpac – Air Rescue A primetime documentary about the Lifesaver Rescue Helicopter Service Volkswagen Beetle In session with Abbey Road Studios T-Mobile Royal Wedding The social campaign for one of YouTube’s most famous branded videos The Beetle Shark Cage Rekindling the Beetle bromance NSW Government Get Your Hand Off It - a public awareness campaign with a naughty twist Dell Alienware Area 52 - An immersive event giving gamers an unrivalled experience Audi A6 Untitled Jersey City Project – A primetime drama on FX NSW Government – Hepatitis C An online party with an important lesson to teach