Regulation on hearing aids were loosened so that they could be sold DTC and outside Consultants had identified an opportunity for Bose to extend their technology into the space. Bose had a lot of experience with what turned out to be the core target for the proposition (men aged 55+), but knew very little about how to engage people in this part of their lives and do it DTC.

We talked with people with mild to moderate hearing loss, in-home, with their families and learned - not by what they said but by what we saw - that it wasn’t about a loss of gearing it was about a loss of control.

We developed a creative campaign called “Hearing in your Hands” and used it as the galvanizing force to shape messaging, site UX/UI, customer service, digital marketing and DR video.

Best performing advertising of all time at Bose and Bose sold the business.