Bose had successfully built their B2C business with traditional long copy direct advertising. But changing times prompted their interest in approaching the consumer market in new ways. Pat worked hand in hand with Bose product marketing and marketing communications to develop a new launch campaign for the SoundDock speaker for the iPod. Targeting a younger iPod customer, this revolutionary campaign took Bose into new media with a more attitudinal approach, yet still maintained the brand’s equities. The copy line “Insert iPod, hear what happens” took over subway stations in NYC and Boston and launched Bose to a new customer base, which it continues to build on today.