The in-store experience is a differentiating factor for Bose. Given the premium positioning, the product experimentation and the luxury in-store service have always been crucial for Bose.

Then came 2020 with its Covid-19 lockdowns. Bose was forced to close nearly 120 stores worldwide, including the Middle East-a region where such elements of the customer journey play a significant role.

Bose needed a game-changer solution to keep consumer interest high, continue to demonstrate its differentiation and recover sales via digital channels.

We gave a positive spin to the irritation brought by neighbor noises we have to deal with while working from home. We launched a campaign celebrating these sounds as a sign that people are safe and resilient.

Inspired by Bose’s brand essence and its Noise-Cancelling Headphones, we wrote a letter from the perspective of one character to his neighbors with a message of hope-encouraging people to #StayNoisy.