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THE BOSE ARCADE 7011342—CO-OP THESIS PROJECT FINAL PRESENTATION | 12.18.13


TARGET

Uncomplicated Enthusiasts (all regions): (Evenly split gender mix, single, youngest segment, age = 18-24 )

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STRATEGY

Uncomplicated Enthusiasts

Consumer Truth: New music seekers who are constantly in motion with a passion for discovering the next best thing.

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Key thought: Discovering better sound has never been so fun.

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Cultural Truth:

Product Truth:

Favor brands that present themselves with confidence and offer unique experiences through shared interests.

Bose mobile products give you better sound while on the go.


MILLENNIALS SAY

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“Bose just has no swag.” -21 year old college male Watching Bose commerical

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THE BOSE ARCADE

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THE BOSE ARCADE Exterior

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THE BOSE ARCADE Exterior floorplan

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THE BOSE ARCADE Blueprint of inside

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MILLENNIALS SAY

“You don’t get the flash and color that some other earphone companies have.” -25 year old, full-time, working female

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WALKTHROUGH

Room 1 - 0E2/AE2 Pre-designed headphones

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OE2/AE2 Customization Cool color palette

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OE2/AE2 Customization Bursts of color palette

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OE2/AE2 Customization Sleek color palette

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OE2/AE2 Customization Warm color palette

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WALKTHROUGH

Room 1 - 0E2/AE2 Customization

TOUCH-SCREEN CUSTOMIZATION 15

MALE

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FEMALE


OE2/AE2 Customization Warm color palette

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Example of customization: color alteration

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MILLENNIALS SAY

“When I’m on the move, I don’t want to be bothered by bulky headphones.” -21 year old female student

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WALKTHROUGH Room 2 - SIE2/QC20

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WALKTHROUGH Room 2 - SIE2

Three interactive Kinect screens Demonstrable SIE2 headphones Benefits

- Stay in ear

- Sweat-resistant

- Look cool

- Sound better than average in-ears

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WALKTHROUGH Room 2 - QC20

Continuous urban noises Demonstrable QC20 headphones Benefits

- Noise cancelling & In-ears

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WOW!

- Awareness mode

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MILLENNIALS SAY

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“I can’t remember Bose doing anything memorable.” -21 year old male

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WALKTHROUGH Room 3 - SLM

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DJ CONTEST RULES

RULES Plug in your music library. We choose a category. Play a song for 30 seconds. Then your opponent goes. Three rounds. Audience applause determines the winner. Semifinals at 8pm. Finals immediately after. Champion meets Avicii tonight.

HOW TO ENTER Instagram yourself at the Bose Arcade OR Tweet a contest category suggestion #BoseDJContest

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THE BOSE ARCADE Blueprint of rooftop

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ADVERTISING Festival website and line-up

Headliner website

Twitter

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SOCIAL MEDIA Facebook

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ADVERTISING

Mobile products at vendor stands

Flyer distribution

Provide vendors with Bose速 products

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Potential store locations

Look for us at NYC Plazas Grammys Olympics Superbowl South-by-Southwest

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The Bose Arcade