With the creation of the multichannel B2B2C New From Bose experience platform we created a unique way of presenting Bose’s new headphones to the market. By experimenting with a modern user interface and fresh visual design we were able to actively generate qualified leads and sales to the participating
The challenge is to effectively activate and persuade the end consumer to learn about Bose products (branding), to boost product sales via retail (conversion) and strengthen the position of the Bose brand and their quality products offered to the market.
This requires finding the right balance between emotion/branding and performance based marketing - two approaches that often don’t go hand in hand with each other.
The multichannel campaign featured 5 products in 3 colors, with 7 retail partners. (5 x 3 x 7 = 105 shop offers). This means, even though the campaign features a limited amount of products, an automated solution is required to manage and control the quality of the campaign deep links and purchase options.
The creative agency This Page Amsterdam designed a scalable campaign platform that persuades consumers and generates product awareness (branding/design) for the new Bose headphone series and provides the audience with an enhanced shopping experience - actively involving retail partners. With the use of Hatch Where to Buy technology the platform includes all purchase links to the selected retail partners with the ability of instantly buying the product (conversion) through authorized retailers.
• Scalable and sustainable platform that attracts customers within different regions, connects them to local retail partners and offers Bose the flexibility for products to be updated at all times.
• Consumers spend their entire journey in a Bose branded environment where they can discover product features, availability, colors and retailers offering their chosen product. Only the transaction takes place at the retailer site.
• The technology behind the platform allows Bose to track the campaign, media, product and retailer performance in terms of consumer engagements, leads, sales and order value.
End to end campaign tracking throughout the retail channel. Active in 2 countries (Germany and France)