Bose Brand Project #4

https://www.youtube.com/watch?v=HLdEdFNy8Q8 recent video ad

Objective

The objective is to visually display to the audience that the Bose Noise Cancelling Headphones will allow them to have greater focus on what they love because the product makes all outside distractions appear to be nonexistent.

Target

The Creative “Go-Getter” is the target market for this ad campaign. Bose is looking for that passionate millennial who is driven to achieve their dreams in a creative environment. Making it big in the creative world can be tough and without focus it can be unattainable due to high competition. Bose is looking to reach the driven individual who needs to be in their own world to be productive and obtain great success.

4A Demographic and Psychographic Model

Actors:

-Mom, Dad, Siblings (Support System)

-Coworkers

-Creative Colleagues

-Professors

-Friends

Activities:

-Enjoys creative activities (Self Expression)

-Experimenting with art and music

-Regular to the town coffee shop

-Actively perseus career endeavors

-Classes

Atmosphere:

-Public areas to work in the city

-Coffee shop

-Town park

-Classes

-Bustling city

Artifacts:

-Latest technology to enhance creative expressions

-Headphones, tablet, laptop

-Creative tools

-Musical instruments

-Music speakers for at home

Support

The Noise Cancelling Headphones create a sound bubble so that the consumer can focus on what they love. Using the headphones allows the consumer to focus on their passion and do the best job that they can.

An example would be how the campaign shows the Olympic Ski Team wearing the headphones and focusing on only the race ahead. It helps the consumer prepare and focus on thoughts for upcoming events. The same concept is shown with the NFL players wearing the headphones.

The benefit is that since the headphones are noise cancelling, the consumer can listen to what motivates them in their own bubble that is separate from all of the outside distractions.

A benefit would also be the comfort that is involved as well, so that the consumer can wear them for long periods at a time.

The Headphones allow for a realm to be inspired and fully immerse themselves into the music that they love.

“Lets them focus only on what matters most.”

“They all use Bose QC35 II to eliminate distractions that get in the way.”

Brand Character:

Bose’s values are their guiding principles that help them make decisions both big and small. “These are the enduring principles we think about every day, to make decisions both big and small.”

Innovation and Technology: “that deliver demonstrable benefits to customers.”

Teamwork and collaboration: “that inspire our best people to stay and others to join”.

Growth: “to reach more customers with the benefits of our technology and to provide opportunity for our employees.”

Financial viability: “of the business so that we can self-fund research, innovation and growth over the long run.”

Tone:

INTEGRITY: “We conduct business with integrity. We must demonstrate the highest standard of business ethics in our dealings with our customers, suppliers and each other. We must gain the support and trust of others and build our reputation through individual integrity and respect. Bose employees are expected to be open and honest in all business matters and to act consistently with the values we share as a company.”

INNOVATION: “We encourage innovation in all aspects of our work. Research, innovation and invention are the essence of our company. Our success results from exploring new methods and ideas beyond conventional boundaries. Innovation must be driven across the company into every aspect of our work. We must foster an environment that encourages individuals to stretch their imaginations and abilities and gives them the freedom to pursue their ideas.”

PASSION: “We have a passion for what we do and what Bose stands for. Our passion and enthusiasm for what we do enable us to achieve the high standards of performance and innovation we have set for ourselves. We believe that people who are focused, internally motivated, and energized by what they do spread their enthusiasm to others. We derive great benefits from individuals who champion their ideas and from leaders who inspire us to higher levels of achievement.”

RESPECT: “We treat others with respect. Mutual respect and trust form the foundation for effective working relationships. We recognize that cooperation with each other and between groups is vital to our success. This means that each and every one of us must communicate openly, value different opinions and treat each other with fairness and respect.

VALUE: “Together, we create value for our customers. We must work in concert with our colleagues to ensure that all our contributions add value for the customer. We have a customer perspective; we always try to understand their needs; we create products and services of lasting quality that delight them in unexpected ways.”

https://www.bose.com/en_us/about_bose/our_values.html

Single-minded Proposition:

Focus on.

• Bose makes it clear, that with their noise-cancelling headphones, you will be able to focus on yourself

Big Idea:

The noise cancelling feature works so well, you can focus on your work.

SLIDESHOW: https://docs.google.com/presentation/d/1FLv6nTTEDeIfO6xcBAy06Gy2scVYkVTsXOxswPul_RM/edit?usp=sharing