It sometimes feels as though buying Christmas presents gets harder every year, but recently technology has become a convenient way to find a cool, fun present that you know the recipient will enjoy.
Bose has recognised this and taken full advantage, with their styling and innovation helping to propel them from premium home speaker systems to one of the most popular and accessible tech brands to buy.
Bose’s slogan “Better sound through research” originates from the technological principles upon which the company was founded.
To get this across to a mass market, they have focused on the feelings we have when we listen to music we like. Their ads therefore combine both scientific and music-loving aspects, to connect the customer emotionally with technology.
In certain respects, the slogan relates to the process a customer goes through, in that we - the consumers – undertake research and gather information relating to prices and reviews to make our decisions.
Their most recent ad ‘Get Closer’ depicts a woman dancing her way through the iconic streets of London, without a person, pigeon or vehicle in sight. The catchy sound track and some sharp moves help us understand her love and connection with music, before revealing that she was in fact lost in her own world, dancing with hundreds of people around her.
Last year Bose used humour in their ad showing viewers the emotional connection between a teenage girl and boy, and as they lean in for the kiss, the eavesdropping dad from the other room changes the speaker to play children’s music from a device.
Not only did this bring a giggle to the viewer, it demonstrated what the Bose speaker could do, rather than tell us, in using relevant situations of life and the scientific aspect of being able to control the sound system from another room on another device.
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