BOSE was on a mission to become the undisputed market leader in the premium headphones market within 5 years by continuing to set the standard for sound.

Distancing BOSE further from the competition meant targeting the owners/fans of brands such as Beats, Sennheiser and Sony as potential conversion opportunities.

The driver for gaining new customers from the competition came in shape of the new QuietComfort® 35 – a set of world-class wireless headphones engineered to make quiet sound quieter and music sound better.

Trouble was, those same competitors we were looking to gain customers from were also launching their own wireless offerings in the second half of 2016.

Therefore, we needed to give the competitions fan base a positive reason to visit BOSE stores by focusing on the QC35’s superior sound ‘performance’.

Our execution involved literally hijacking the competitions hardware by serving in-ear advertising straight into the headphones of our prospect at the right place and at the right time. That’s because we used proximity-driven audience technology to deliver the QC35 creative in real-time. Whether it was Beats, Sennheiser or Sony, we planned our media around the user’s headphones! When someone listening to an app came within 10m of a BOSE store, it triggered a QC35 audio ad.

Not only were we able to share the QC35’s superior benefits to someone wearing inferior headphones but we delivered it right in front of BOSE’s six stores. A genuine media first.

In addition, we synced the headphone audio with their smartphone serving an interstitial on screen ensuring the message didn’t go unnoticed. Finally, when users arrived home we served further comms across devices connected within the same household to drive home the message!