February 10, 2020
In a new campaign for Bosch Automotive Aftermarket, Bailey Lauerman celebrates the people who go out and experience life’s important moments, whatever the weather—along with the company’s high-performance windshield wipers—in a campaign called “No Rain Checks.”
The campaign was developed by Bailey Lauerman and produced by a powerhouse female team, including director Rafa Carvahlo plus a female editor and female sound engineer.
“In a category filled with feature messaging, we chose to take a more human approach. And for the campaign’s creation, we chose to partner with a trio of incredibly talented women who brought a sense of empathy and intimacy to real-life moments in which windshield wipers play an important role.”
—Aaron Jarosh, Creative Director, Bailey Lauerman
It’s a shift toward lifestyle messaging, as opposed to the product-features focus that the market leans into, and is targeted to an expanded audience outside typical automotive enthusiasts. The category has underserved millennial and female shoppers, who have the same needs as our core male enthusiast audience. But gender and age were just one aspect of the targeting strategy, which includes behavioral data and weather triggers to reach customers when they need Bosch windshield wipers most.
“The No Rain Checks campaign brings Bosch’s diversity values to life—both within the work and in the team who created it. We’re proud to lead the automotive aftermarket category in diversity and inclusion, and to expand our efforts to new audiences.”
—Jean-Philippe Persico, Director, Strategy and Marketing Communications, Bosch
The campaign launch featured a :30 TV spot that ran during the 2020 college bowl games, the NHL season and during La Liga, Ligue 1 and Copa del Rey soccer games. In addition to national broadcast, campaign placements include digital radio, digital display and social media.
The integrated campaign will also include a social-contest element. Users can post on Instagram or Twitter showing how they are living life with #NoRainChecks for a chance to win weekly prizes from Bosch.
To get in touch with Creative Director Aaron Jarosh, email [email protected].
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