Background
Bose explores the idea that standard headphones are designed to simply deliver audio and are not intended for use in loud environments. Acoustic noise cancelling headset technology dramatically reduces unwanted noise, so they're ideal for time spent travelling, working or at home.
Bose QUIETCOMFORT noise cancelling headsets are marketed towards music enthusiasts who fall in to a younger professional or hobbyist demographic.
The SMP for the product is: “Only hear what you want to hear”
Who are Bose?
Bose Corporation develops and manufactures audio devices (including speakers, amplifiers, headphones, automotive sound systems for luxury cars ), automotive suspension systems, and performs some general research (such as debunking cold fusion). The company was founded in 1964 by Amar G. Bose, a professor of electrical engineering (who retired in 2005) at the Massachusetts Institute of Technology. Bose has contracts with the US military (Navy, Air Force & Army) and NASA.
Initial Concepts
Original Ideas:
A mother nagging her child to do something that they don’t want to do, so they put on the headphones and can’t hear her anymore.
A friend’s band sounds terrible, so you put on the headphones and voila, listen to music that you like and that is good.
Final Idea:
We decided to go with the band idea over the nagging mother, simply because we believed that it was more effective in advertising the headphones to our target market, music enthusiasts, who could be any age.
- Location: A garage/spare room/shed type area filled with the usual junk along with a set up for a band, including drums, guitars, pianos, as well as well worn couches and hand made interior decorating.
- A man is with his friends listening to their band practice. They really are not all that great and sound quite terrible. He endures the butchering of the popular song they’re attempting to play, before deciding he can’t take it any longer and puts on the Bose QUIETCOMFORT noise cancelling headsets.
- When he puts on the Bose headphones the band transforms from having actual instruments to being an ‘air band’. The man can no longer hear the terrible band and is free to listen to his favourite music.
Research
These are some of the previous advertisements by Bose for the headphones that we are trying to sell. In this series of print ads they show a man in a dangerous situation and he is there because he can’t hear, due to wearing the head phones. They are simple ads and convey the idea very easily. They are also strong images that require few words or captions.
This is another series of ads Bose ran for the same headphones although this time they used mimes to convey the idea of silence. They also still have strong images that show the message, rather than having a tagline or statement. Using the mimes they show different situations that usually make lots of noise. The facial expressions on the mimes also show the lack of sound.
This print ad shows how Sony advertises a similar product. It is also a strong image showing how loud kids can be, especially when they are sitting behind you on a small aeroplane. This ad is similar to the Bose ad as there is not much text and the image tells the main story.
This image shows how iPod is advertising their new smaller player. I like the use of the headphones cord in this image and is quite clever as it shows people that this iPod is good to run with, just through this image.
These two images were taken from a campaign run by the police to show how dangerous it can be to wear you headphones all the time as you can’t hear everything and warning noises and so it put you in danger. I added these photos as I liked how the headphone cord was used and the strong image that is conveyed.
Our Final TVC
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