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How can we involve Bose with a younger audience and peek their interest?
Our target audience are 16-24 year old who are up to trends with the newest and upcoming artists. For new musicians, success online often leads to real life fans, working as a stepping stone to recognition. My approach is to unify these two worlds in a compelling and interactive manner.
Amidst The Waves (ATW) is a music event held yearly by Bose to help up-n-coming artists into the spotlight... and of course for the die-hard fans who want the bragging rights. This event will also hold memberships for artists from other art forms to collaborate and meet each other, aside from the music concert. This resulted in an integrated campaign with the tagline "Discovering sound."