BOSE

THE GARAGE

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

CHALLENGE

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.’

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SOLUTION

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.

IMPACT

THIS EXPERIENCE PUSHED NEW BOUNDARIES, LEAVING FANS INSPIRED AND WANTING MORE.

FOUR
THOUSAND

Over 4,000 fans attended the experience at the launch in downtown Austin.

1.2
MILLION

Over 1.2m people viewed the subsequent video content via social.

INTERESTED
IN PARTNERING
WITH US?
We love a challenge big or small, local or global. So don’t hestiate to reach out.
LAURA
BROWN
078 0122 1917

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