Bose | NFL
Bose | NFL: Creative Strategy and Communications Architecure
Challenge
Create an emotional connection with the brand while using the QC35 noise cancelling headphones as a proof point of the brand’s commitment to technology excellence. Additionally, gain market share on the leader while separating from the tier 2 product pack.
Insights
NFL players and coaches can turn off distractions and turn on clarity in times of distress when using QC35 and the Bose Coaches Headset. The average game day noise in a stadium can reach 140 decibels. That noise can become a hindrance to communication and concentration in the 25 seconds span allowed for coach to player on field connections. NFL Coaches and players are exposed to unpredictable and random sound waveforms that can reach a pulsating timbre louder than a jet engine.
“Superior noise-canceling allows you to focus on what matters most to you in the moment, and keep you in your flow. ”
Aaron Rodgers of the Green Bay Packers finds his support in a sea of Bears fans.
Supporting Campaign content
Bose.com Feature Story
Sean Mcvay Story
I was fascinated by Sean McVay. I found data stating he went 5/12 in 2017 on 4th downs (42%). Efficient according to the league trends. To create a unique story owned by Bose, I crafted interview questions to gather insights from one of the top young minds in the game to take readers through the journey of how to hone in, focus, and be successful in one of the more controversial calls to make in game - going for it on 4th down.
Custom ads for all 32 teams.
Display and Social advertising
Tapping into the affinity for teams, target buyers who have demonstrated behaviors of interest with custom online advertising relevant to them. Our broadcast and digital video concepts were adopted for social platforms for optimal reach.
PLayers carrying the message
Player generated content featuring Bose products outperforms Bose owned - at a rate of 10 to 1. Players with high quality personal production crews can generate reach and consideration through their channels with content endemic to platforms using Bose thematics. My role worked with their teams as the Brand Partnership Manager to create content, when to shoot it, how to bring the theme to life. Whether it be a creative brief or even reviewing material they would send through, I was at the frontlines of making sure our message was seen correctly outside of our owned channels. And I got to meet Ciara. Bonus.
What did it all mean?
The digital videos showcasing Aaron Rodgers and Carson Wentz amassed more than 2.9 million video views, globally. Bose ‘Focus On’ social content beat the industry social engagement benchmark over 2x. Globally, we received a .49% engagement rate on social media. The top industry average is .24%. In the NFL alone, with the help of our Team and Player partners, their influence drove a staggering increase in click thru to site engagements, 229% year over year. And that’s just in the United States.
Per Nielsen studies, Bose Focus On ranked in the top 20 of 2018-2019 NFL Advertisers for ad memorability and brand linkage. #17 to be exact, in a cluttered over populated, brand landscape. Based on the same study, Nielsen found that our ‘eye catching creative style’ for Focus. On. proved to be highly memorable for viewers. 30% of viewers remembered both the ad’s content and the Bose brand crushing the norm for consumer electronic brands (21%).
What’s more is the industry recognition. Hookit Brand stated that Bose edges Pepsi in battle of the brands within sponsorships. Our product integration and advertising was so efficient, Bose is now ranked #1 in brand sponsorships by profitability.
Roles over the years:
Communications Planner, Creative Planner, Digital Strategist, Social Content creator, Video Producer, Copywriter, Real Time social creator, Brand Partnership Management
Creds:
Art Direction: Dave Faucher, Kristina Kauffman, Grey team
Copy: Craig Falzone, Nick Marini, Mick O’Brien
Producers: Nichole Hynes, Jeff Eggs, Abbe Novack
Countless others…
