How capturing the joy of flight helped launch the A30 Aviation Headset

THE CHALLENGE

It had been 13 years since Bose released the very popular A20 aviation headset. Thus, the launch of a new headset was not only a big deal, it came with the added challenge of proving it was even better.

THE HUMAN INSIGHT

Pilots love to fly and are constantly striving to be better –  as navigators, communicators and aviators. But there are distractions of the everyday (not to mention the distractions in the cockpit) that often keep them from doing what they love most.

THE IDEA

The campaign began with a teaser phase, utilizing a distinct black-and-white aesthetic across various channels. This built anticipation for the A30's debut at the Sun 'n Fun airshow, where Bose unveiled their new message: "Quiet the noise. Amplify the experience."

Then we launched the headset with a burst of colorful images that showcased the true joy of flight.

THE RESULTS

With clues about our “landing” date, quotes from early access product testers and aesthetic video animations – engagement rates soared and enthusiasm continued to build toward the launch.

When the headset finally launched at Sun ’n Fun, we wanted to ensure a buzz-worthy experience. We worked with industry editorial contacts and Bose pilot ambassadors to have product reviews ready to go live. Then, we helped orchestrate a Bose press conference that grew to be standing room only. The new headset brought thousands to the Bose booth.

Sales exceeded expectations with several dealers selling out in the first few days post-launch, and Bose led share of voice among all exhibitors at Sun ’n Fun. The A30 was featured in 28 unique trade articles on launch day, 43 during launch week and 74 within the first month.

• 23% increase in Instagram followers
• Over 19,000 Instagram followers added during teaser campaign
• Online comments included, “@boseaviation just take my money” and “I just peed a little at the excitement.”