BRIEF: Update the yearly B2B incentive campaign, run by Bose, targeting retail sales people in electronic stores across UK and Europe, to establish an emotional connection with the brand and the products so that the sales people more recommend Bose products over competitor brands.
IDEA: Based on the insight that Bose was founded by an MIT professor, called Dr Bose, and the company still relies heavily on MIT for research and development, we decided to put the audience in the shoes of a Bose sound engineer and invite them to Discover a New Sound with Bose and Mercedes-AMG Petronas Motorposrts F1. The campaign was housed on a web platform and was essentially an online competition that included 3 challenges based on F1 sounds and product features.