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Objective The month of September saw a drop in footfall (and therefore, sales) to the Atlas Bose flagship store due to F1 preparations and mall renovations. We were tasked to develop a digital campaign to revive these numbers.
Solution When we visited the Bose flagship store (run by Atlas Sound and Vision), we realised that our attention was divided between the high quality sound of Atlas Bose products and the demo videos that were being played. That gave us the insight that when presented with a combination of visuals and audio, the latter always takes the back seat. So we came up with a campaign to reach out to consumers in the digital space before driving them down to store. We called it, ‘One Sound, Endless Perceptions’, and here’s how it worked: we created a Sound Profiling Facebook App where consumers can listen to a series of 5 audio clips, and interpret what they have heard. Based on their answers, a relevant Sound Movie was generated, and consumers were invited to the Atlas Bose flagship store to experience the movie.
At the store, they were blindfolded and left with only their sense of hearing and imagination, allowing them to truly experience Atlas Bose’s sound system. Post-movie, with the help of a dashboard we created, we gained further insights into consumers’ purchase intent and product preferences that enabled us to send follow-up electronic direct mailers and continue the conversation. Post-event, the store saw a 25% increase in walk-in rate, and the campaign contributed 46% of the total revenue for September. Not to mention all that valuable insight into the buying habits and lifestyle preferences of Atlas Bose customers.