Harnessing the power of sound to transport fans to
the heart of F1
BOSE WAS SPONSORING THE MERCEDES-AMG PETRONAS FORMULA ONE TEAM.
Our challenge was to bring their sponsorship to life, grab the attention of F1 fans and launch the tagline ‘Bose gets you closer to the things you love.’
WE CREATED THE GARAGE. A WORLD FIRST, LIVE, AUDIO F1 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.
A pair of Bose QuietComfort 35 noise cancelling wireless headphones were used to transport race fans to one of the most exclusive places in sport: the MERCEDES-AMG PETRONAS garage. This allowed wearers to experience the thrilling 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.
THIS EXPERIENCE PUSHED NEW BOUNDARIES, LEAVING FANS INSPIRED AND WANTING MORE.
Over 4,000 fans attended the experience at the launch in downtown Austin.
Over 1.2m people viewed the subsequent video content via social.