WPP Team Amplify: Bose Feel It All

In recent years, global audio company Bose has faced competition as start-ups and other powerhouse brands started diversifying into the premium audio space. How could Bose fight back and reclaim its position as a cultural icon? WPP Team Amplify partnered with Bose to launch its most important product of the year – the highly anticipated, wireless, noise-cancelling Bose QuietComfort Earbuds.

Together, Amplify and Bose devised the Feel It All campaign, which shows people losing themselves in the joy of music – with the QuietComfort Earbuds providing the great sound that only Bose can deliver. It launched on-air and across social and online channels during the NFL Kickoff game, featuring NFL’s 2019/2020 Most Valuable Player (MVP) Patrick Mahomes. From its first airing, the campaign drove a significant increase in pre-sale orders and has since shattered Bose pre-sale records.

With targeted, full-funnel and cross-channel content, the campaign continues to air globally featuring additional NFL all-stars (Lamar Jackson, Christian McCaffrey and Aaron Rodgers), F1 drivers (Lewis Hamilton) and everyday people feeling the joy of music. Now officially available, sales of the Bose QuietComfort Earbuds continue to rise as glowing product reviews roll in.