As a company, Bosch is all about providing products that are “Invented For Life.” They make sure their technological innovation and rigorous engineering is always aimed at the day-to-day lives of people. So, when they came to us to help maintain the market superiority of their ICON windshield wipers, we knew we had to stand out from the crowd.
Knowing the category competitors rely heavily on feature-driven messaging, we wanted to provide an engaging counterpoint to promote Bosch ICON windshield wipers. It was all about creating an emotional reaction, because when you’re driving in extreme weather you don’t care how your windshield wipers work, you only care that they work.
From a cinematic, thirty-second ad delivered on national cable sports, connected television and digital video to weather-triggered digital served directly to people’s mobile phones, Bosch ICON was everywhere the weather was. We even worked with our retail partners to push specific sales promotions, driving volume during the prime months for extreme weather driving.