3dB Creative Develops "Partners in Tone" Campaign for BOSS Corporation

Jan 26, 2009

3dB Creative, one of the world's leading music product marketing agencies, has recently created the "Partners in Tone" campaign for BOSS Corporation. BOSS — whose industry-leading guitar effects processors have reigned as the best-sounding, best-selling products in the category for more than 20 years — came to 3dB in late 2008 to promote their ME-20 Multieffects Processor to a new generation of customers.  The goal was to align the ME-20 to a hot young guitarist, and promote the endorsement across a variety of media — thereby creating a "halo effect" for the BOSS brand with young customers.

To bring the campaign to life, 3dB Creative reached out to white-hot guitarist Omar Rodriguez Lopez of The Mars Volta. Working with Omar, 3dB Creative designed and deployed a mixed-media promotional campaign including a print ad, online display advertising, a landing page with audio samples, and a high-impact "webmercial" hosted on various BOSS corporate and partner websites.

It was the first time the Japan-based BOSS Corporation had hired a US marketing agency, and the company was extremely pleased with the results. 

"All of us, including our president, were quite happy with the 'Partners in Tone' campaign," noted Gaku Terauchi, the General Manager of Overseas Sales Dept. "We've encouraged our joint venture partners worldwide to translate and utilize the various campaign assets via their local websites."

In the words of 3dB Creative partner Erik Hanson, "The Mars Volta guitarist Omar Rodriguez Lopez is one of the most electrifying young rock guitarists in the game. As a longtime BOSS user, he was a perfect fit. Within days, the online guitar communities and forums were buzzing about the campaign, and particularly the music-video style webmercial. The various assets performed very well, with thousands of views on YouTube and across other social media communities."

Elements of the BOSS "Partners in Tone" campaign can be viewed at www.bossus.com/go/omar.