Project Overview
BRIEF
Develop an integrated marketing campaign for the 2021 holiday season to increase customer acquisition and sales of Bose headphones and earbuds among the Gen-Z audience.
PROBLEM
Despite high awareness, Gen-Z has low consideration to purchase Bose. Our survey with over 200 Gen-Z respondents showed us that Gen-Z saw the quality and reliability of the brand, yet perception and price deferred them from buying.
SOLUTION
Gen Z is a generation built on experiences, and many of life’s biggest and most impactful moments happen during this period of youth. This generation deeply values honesty and relatability, so they fully immerse themselves in experiences both alone and with those they love. Our campaign positions Bose as an innovator who represents authenticity. Its immersive and noise-canceling technology allows Gen Z to fully root themselves in every moment they experience. What does _____ sound like? It sounds like Bose.
RESEARCH
Online Survey
We wanted to gather research about Gen-Z's purchasing trends, use of headphones, and their opinions of Bose in order to gather insights and narrow down our problem statement. We set up an online survey using Qualtrics and asked them to fill it out.
OVERVIEW:
• 25 Questions
• 207 Responses
• Age Range: 18-24
RESULTS:
• Bose is within the top three headphone brands recalled unaided, but isn't a major player in the earbud market
• 72% of respondents preferred earbuds over headphones but were only moderately aware that Bose sells earbuds
• 39% of respondents listed quality of technology as the top purchasing need
• Bose trails behind its biggest competitors, Apple Airpods and Beats by Dre, due to cultural relevance
• Gen-Z used words such as "quality," "reliable," and "expensive," to describe the Bose brand, but also "old" and "basic."
Insight
Gen-Z treasures high-quality, authentic experiences and is grieving over the many missed due to COVID-19. A large part of our research into our target audience showed that the Gen-Zers who were most likely to purchase bose were independent and not influenced by pop culture. These adventurous young adults would become the target of our campaign to highlight the immersive quality of Bose products.
BIG IDEA
Bose headphones have the power to transform Gen-Z's everyday moments into unique experiences.
What do these moments sound like?
They #SoundLikeBose.
Channels: OOH, Website, Social, Video, Partnership
#SoundsLikeBose Case Study Video
