If only, we thought. If only there was a hit music show on TV that drew huge numbers of young viewers every week, so we could introduce Bose to younger audiences. If only there was a show just like The X-Factor… Oh, wait.
Last season, we worked with Reshet, The X-Factor’s broadcaster, to design an integrated campaign that combined online content with classic advertising. As a result, young people’s awareness of Bose soon shot up the charts.