Client: Bose Corporation
Agency: Grey London
A story of how Bose challenged the challenger and set out to redefine sound quality in a world where audio adequacy had become the norm.
Where style over substance was reigning king. We redefined the power of quality sound as getting closer to the things you love and reasserted their rightful position as market leader.
Bose Founded In 1964
Bose had been a leader in the audio category for over 60 years, fuelled by incredibly passionate MIT engineers striving to deliver the most premium listening experience in the market. For much of this time, Bose focused on direct advertising with rational messaging, relying on their impressive product innovations to speak for themselves.
Then things changed.