2022 Winners & Shortlists

Summary of the work

In line with Covid-19 regulations, Bose was forced to close its stores in the Middle East - a region where in-store sales have always been a crucial touchpoint for its premium product positioning. Refusing to be seen as generic with their communication, Bose knew the importance of having a societal impact during one of the toughest times ever faced by the world. Bose, like the rest of the industry had experienced a standstill with in-store shopping being closed to abide by Covid-19 regulations. With self-isolations and social distancing measures in place, there was a high demand for products that complement and improve the stay-at-home lifestyle. This behavioral shift proved to be a real benefit to the audio market where a 10% year-on-year* increase in volume and 27% in value was forecasted*. Increased activity around features like active noise-cancellation (ANC), microphone performance, TV connectivity and kids’ headphones was observed on a global scale. The challenge naturally presented itself for Bose to stay top-of-mind as the go-to brand for consumers’ audio needs, given the premium positioning amidst fierce competition. The brand needed a game-changing solution to keep consumer interest high, continue to demonstrate its differentiation and ultimately recover sales via digital channels. The aim was to showcase the brand and product as an ally to aid consumers to maintain a sense of normality whilst working from home, especially during an economic crisis.