We made Bose authentic and relevant for Millennials by using Spotify data to identify music stories they would love
Bose’s mantra is ‘Better Sound Through Research’ but it’s a brand that’s brilliant rather than cool.
With Bose about to launch its first fashion headphones, we realised that simply producing great sound wouldn’t be enough to ensure sales.
We needed to make Bose relevant and authentic to our target audience of millennials.
Our idea was to make its mantra relevant to millennials by celebrating great music, creating content that would earn newsfeed minutes and forcing consumers to reassess.
Spotify’s listening data helped us uncover hidden musical movements from around the world – identifying trends that were new, real and undiscovered. We teamed up with Vice and Facebook to create, distribute and target our message.
To get millennials’ attention we created engaging, authentic, documentary-style content, using the listening data to shape two key properties – ‘Scene Unseen’ and ‘Behind the Sound’.
The #listenforyourself videos have so far been seen more than 25 million times across all platforms and continue to be watched, transforming Bose’s brand image in this critical market. The impact on sales was as dramatic as our films.