A sound experience at the heart of the Paddock
Services
Activation strategy
Creative concept
Client
Bose
Categories
Sponsorship Activation
Challenge
Create a memorable activation allowing Bose to stand out clearly in the overcrowded Formula 1 ecosystem, while showcasing the technological innovation of the QuietComfort headphones and delivering a lasting experience for B2B and VIP audiences.
In an environment where every brand competes for F1 fans’ attention, the challenge was to develop an authentic activation that truly leverages Bose’s audio expertise, rather than merely placing the logo on traditional assets. The objective was to generate a distinctive impact that tangibly demonstrates the brand’s technological value.
Strategy
Differentiation Through Technical Expertise
In a paddock saturated with visual activations, our strategy was to leverage Bose’s unique competitive advantage: audio excellence. Rather than fighting in the crowded field of traditional sponsorship, we created a proprietary experience that competitors cannot replicate, positioning Bose as the undisputed audio expert in the F1 world.
Exclusive Access as a Differentiation Lever
The activation capitalized on the legendary inaccessibility of the F1 garage, turning this exclusivity into a competitive advantage. While other brands offered peripheral experiences, Bose granted access to the epicenter of the action, generating unparalleled perceived value.
Immersive Technological Innovation
By developing an interactive 3D audio experience, Bose was positioned as a technology pioneer, going beyond traditional static activations. This approach showcased the QuietComfort’s capabilities while generating unique and shareable content.
Optimized Multi-Audience Targeting
The activation simultaneously reached fans (emotion), media (amplification), and B2B clients (product demonstration), maximizing commercial and media impact in a highly competitive environment.
Solution
Immersive Audio Activation That Stands Out
Our solution transformed Bose’s audio expertise into a unique experience, creating real differentiation within the F1 ecosystem:
Proprietary 3D Audio Technology
Development of an interactive sound experience using QuietComfort 35 headphones, with contextual audio playback based on visitor position and orientation. This proprietary technology created a competitive advantage that cannot be replicated without Bose’s expertise.
Authentic Garage Immersion
- Faithful recreation of the F1 garage soundscape
- Genuine pilot-engineer conversations
- Real technical sounds (engine roar, tools, car start-up)
- Full freedom of movement within the reconstructed space
Multi-Sensory Experience
The activation combined advanced audio technology with a visually immersive environment, creating a full experience that exceeded traditional product demos.
Differentiated Content Strategy
Production of exclusive content highlighting Bose’s technological innovation, setting it apart from typical F1 content through a unique audio-first approach.
Results
Proven Differentiating Impact
The activation successfully positioned Bose as the go-to audio expert in F1, creating a unique association between the brand and audio innovation in an otherwise saturated environment. The immersive experience generated specific technological recognition, going beyond traditional sponsorship returns and establishing Bose as a reference in the world of motorsport sound.
3866
steps (within the experience)
+3mio
impressions
5
days of activation
+200
participants