#btsia Shortlist Focus: Bose – My Race Weekend
Brand: Bose
Agency: ENGINE Sport (formerly Synergy)
Entry: My Race Weekend
Category: Experiential Marketing Award
Tell us about the campaign…
Bose: My Race Weekend was born out of a brief to us to create an experiential retail activation in key Formula One markets, using Bose’s partnership assets with the Mercedes-AMG PETRONAS F1 team
This was one of the first times that a Bose partnership was to be activated in the retail environment experientially. We jumped at the chance to develop a concept that would not only raise awareness, understanding and consideration of the Mercedes alliance and Bose products, but that would also drive footfall and purchase directly in Bose stores.
The strategy had to feel natural to Bose, and we worked closely with our clients to ensure that the brand truth of ‘Getting you closer to the things you love’ sat right at the heart of this experience. Even though we were in retail environments we wanted to put consumers at the heart of the Formula One race weekend, in a way that only Bose could do – through incredible immersive sound.
Why do you think you made the shortlist?
- An idea rooted in insight and understanding of Formula One fans and the retail environment, that transported consumers away from their everyday and into the world of Bose and Mercedes-AMG PETRONAS – all through Bose products
- A seamless, modular experiential set up that cost-effectively worked across multiple global markets for brand and product experience consistency
- The results – happy consumers who had an authentic Bose and Mercedes-AMG PETRONAS F1 team experience, but crucially awareness, consideration and sales numbers that can be directly attributed to the experiential activation
What made this campaign fun to work on?
My Race Weekend brought together multiple areas of the Bose business to create a concept that was totally new, so it felt like a team effort from the beginning and was even more rewarding as a result.
It was amazing to see consumers all over the world engage with the activation, and to see them sharing their experiences of the immersive Bose and Mercedes-AMG PETRONAS F1 teampop-up we developed.
Ultimately it was a celebration of the partnership Bose have within the sport of Formula One, and so the end product always felt like an authentic and fun brand experience to execute.
Who was the MVP on this project?
Remco Obbing, Nikki Lamontagne & Ian McGibbon at the global Bose team for giving us such an amazing brief and Tom Smith from ENGINE Sport for the global delivery and who clocked up some serious mileage along the way.
How do you plan to celebrate?
Like only a Formula One Driver can, with champagne!
CREDITS…
Remco Obbing, Nikki Lamontagne & Ian McGibbon – The global client team, working from the US and Amsterdam, who saw the potential of using Bose’s partnerships for an experiential activation within retail environments. Their championing of the creative enabled us to take the activity to more markets, to reach even more fans.
The ENGINE Sport Production Team of Adam Shapland, Fi Watherston, Tom Smith, Robin Ooi and Milly Brown who all worked on this project – from ideation to delivery around the world.
Evolution – Our amazing build and logistics partner for this project, whose expertise are invaluable.
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