For Generations.

Bose + GMC

Client
Bose & GMC

Type
Brand Awareness

Services
Brand Research

Brand Strategy

Brand Messaging

Creative Direction

Content Strategy

The Drive is the Destination.

In a collaborative feat, we orchestrated a brand awareness campaign that tunes into the hearts of drivers and passengers by enhancing their journey with impeccable sound quality. The synergy between Bose’s audio excellence and GMC’s robust vehicle design fosters a unique market niche.

Challenge

Harmonising Identities.

Aligning Bose’s audio precision with GMC’s engineering, we uncovered a shared philosophy: enhancing every journey. Our strategy illuminates this partnership, focusing on family and adventure—central themes that resonate deeply with our combined audiences.

We categorised consumers into generational personas to refine our messaging and appeal to diverse audience segments: ‘The Young Professional,’ ‘The Working Parent,’ and ‘The Retired Parent.’ Both brands showed strong intergenerational loyalty, with their products being staples in the home for years. This meant children growing up around these products were more likely to become ‘second-generation’ consumers, inheriting the brand loyalty of their parents. This approach effectively highlighted the lifestyle and identity of each consumer group while tapping into the emotional connection that comes from shared family experiences with the brand.

Amplifying Brand Awareness.

Insights

Our campaign resonated profoundly with the target market for increased brand awareness for Bose systems in GMC cars. The integrated marketing strategy saw record engagement rates, echoing across social platforms and industry events, underscoring the power of emotional storytelling of ‘adventure’.