Bose needed a breakthrough idea to launch their industry-leading Bose Quiet Comfort 35 headphones using their MERCEDES AMG PETRONAS FORMULA ONE™ TEAM partnership.

“Get Closer”, Bose’s brand idea, speaks to the power of sound to immerse you in the things you love, whether that’s sport, music or film. Our brief was to bring that to life – with an idea that could potentially extend from F1 into other passion points.

In an extremely competitive and fast-moving market, we wanted to show that the audio quality of Bose headphones is unmatched. Ultimately, hearing is believing, so we needed to deliver a mind-blowing audio experience that also showcased the product’s noise-cancelling and wireless features.

Finally, we had to be able to capture the essence of the experience in a digital format - which the media wanted to write about and fans wanted to share - to reach a broader audience.

We used a range of ambisonic, binaural and spot microphones to capture the sounds from the team garage during the 2016 British Grand Prix. These sounds were location-mapped, giving every sound a “source” in terms of both place and time. RadarTouch technology tracked users’ location and orientation, while a custom-designed playback engine - derived from gaming software - delivered the precise sound to each ear as the user moved around the space. Projection mapping was integrated into the experience to guide users to the location of key sounds, coming to life with engaging animations as these sounds were triggered by the users’ movements.

The Garage launched in Austin, Texas on October 17th, 2016 in a 687m2 venue on Congress Avenue. Alongside the ground-breaking sonic experience, which took up 15m2, fans could explore exclusive team memorabilia and take their picture with the iconic 2016 FIA World Championship winning car.

“You feel like you are in the actual Formula One Garage. You’re there, you know. It’s incredible.” - Nico Rosberg

“This experience goes a step beyond Virtual Reality. Very, very cool.” - Lewis Hamilton

4,126 visitors against a target of 1,000. Due to high demand, fans were willing to wait more than an hour for the experience

90% of users strongly agreed that they would consider buying Bose Quiet Comfort 35 headphones and 45% said they were planning to buy them as a result of the experience (source: exit survey)

2 x Teaser films generated over 1.5m views and 5.3m impressions backed by a media spend of only $8.5k. The digital sound experience generated over 1m views and 5m impressions with no media support

Success has resulted in extensive plans to roll out the Bose MERCEDES AMG PETRONAS F1™ TEAM Virtual Garage to other key Bose markets in 2017