Project
National advertising campaign

Objective
BOSS (part of Roland UK) manufactures high quality guitar effect pedals. They identified that they were losing market share to competitors, who were offering cheaper but inferior products. The objective of the campaign was to re-establish BOSS as a superior brand and increase sales.

Solution
We identified the target audience as being typically male in the 15–20 age group, with an aspiration to be a serious musician. We also researched competitive products to identify deficiencies. This allowed us to produce a strong campaign in a contemporary style that highlighted to the target audience the benefits and aspirational qualities of the BOSS product range.