2021 Silver Entertainment, Music and Publishing

Agency: Wunderman Thompson UK

Client: Bose

Campaign Name: #DiscoveredAtHome

Campaign Overview

Bose discovered that its audience was hungry for more music-related content.

Wunderman Thompson was asked to create a campaign that had music at its heart, which could live virtually for the UK market during the global lockdown

Strategy

Gen Z and Millennials are united in their belief that brands must offer genuine value to society and not just sell products. Brands that prioritise building communities can win over a younger demographic desiring connections through shared values.

As social distancing became the norm during COVID-19, there was never a more important time to prioritise community and meaningful connection through music - especially if it could be built via people’s screens.

As such, there was a credible opportunity for Bose to probe purpose-driven areas through music, while supporting artists to help deliver on its brand mission to think of better solutions, create better products and help people enjoy the things they love.

The campaign steered clear of established artists, instead supporting unsigned acts to help them stand out and be heard amid a sea of noise and competition. This was more important than ever at a time when their pubs, busking spots and stages were taken away from them by the pandemic.

Providing a digital platform and community to support the artists and build a virtual stage where they could be heard was the chosen approach.

Creativity

Introducing #DiscoveredAtHome, Bose offered its social channels to help rising talent share songs from their homes.

This helped to reconnect artists and a vast community of music lovers. The brand reached out to rising talent during lockdown, offering them the chance to take the virtual stage.

UK artists were invited to submit original music via Facebook for a chance to be included in the campaign. The lucky few who were selected showcased their music from their bedrooms, kitchens and living rooms into audiences' homes.

From dance and jazz, to rock and folk, each week new talent debuted their music via the virtual stage.

They reached more than 600,000 listeners in the first week. The campaign also included a mechanic enabling audiences to tip musicians directly and keep their passion alive.

It was a truly purpose-driven piece of work which the audience identified with, opening doors when the rest of the world was closing theirs.

Results

#DiscoveredAtHome reached more than 5 million people, with over 154,200 minutes of music viewed: the equivalent of 2,570 gigs.

Engagements hit 41,448, with video views of 426,600. In addition, Bose Facebook UK saw a 55% increase in engagements during Q2 2020.

The Bose UK audience was responsive to music content and eager to emotionally connect with the brand. Participating artists enjoyed a significant spike in music streams during the campaign

The Team

Wunderman Thompson UK - Steve Aldridge, Chief Creative Officer - Tom Drew, Executive Creative Director - Antony Bell, Associate Creative Director - Phil Siegle, Associate Creative Directors - James Irvine, Managing Partner - Jeff Crowe, Associate Business Director - Alex Moore, Account Director - Alex Kakavelakis, Social Media Manager - James Treen, Social Media Strategist - Matthew Jacobs, Designer - Modestas Jurkas, Designer