Harnessing the power of sound to transport fans to the heart of F1

Bose were sponsoring the MERCEDES-AMG PETRONAS Formula One Team. Our challenge was to bring their sponsorship to life and launch the tag line ‘Bose gets you closer to the things you love.’

Like Comment

CHALLENGE

Bose were sponsoring the MERCEDES-AMG PETRONAS Formula One Team. Our challenge was to bring their sponsorship to life and launch the tag line ‘Bose gets you closer to the things you love.’

SOLUTION

We created The Garage – a world first, live, brand experience.

Launched at the US Grand Prix in Austin, The Garage let F1 fans into the inner sanctum of the MERCEDES-AMG PETRONAS F1 Team, using only the power of sound. We used a pair of Bose QuietComfort 35 Noise-Cancelling Wireless headphones to transport race fans to one of the most exclusive places in sport: the MERCEDES-AMG PETRONAS garage, during the final moments before the cars go out onto the track.

We created a full 3D sonic landscape, giving the fans freedom to explore in any way they wanted. Fans could explore the garage in immersive, clear 3D sound – listening in on conversations between drivers and engineers, hearing the whirring of the wheel gun and feeling the heart-pounding moment when the car leaves the garage.

IMPACT

This experience pushed new boundaries, leaving fans inspired and wanting more. Over 4,000 fans attended the experience at the launch in downtown Austin and over 1.2m people viewed the subsequent video content via social. The feedback was brilliant.

ENGINE

ENGINE is a Future company. We see the world as divided into those who are disrupting and those who are being disrupted. In the connected age technology is changing the relationship between brands and consumers; the ubiquity of mobile devices, always on connectivity, and direct access to brands and their products, services, and support has redefined what we expect and how we want to engage with them. So we’ve built a company to help both sides of the divide. We are a full stack consultancy, technology, insight, data, brand and experience, and advertising and communications company.

No comments yet.