Bosch: FRESH STONE-AGE-MEAT

Credits & Description:

Type of entry: Product & Service
Category: Other Consumer Products (including Durable Goods)
Advertiser: BOSCH INTERNATIONAL
Product/Service: REFRIGERATORS
Agency: DDB GERMANY BERLIN, GERMANY
Chief Creative Officer: Amir Kassaei (DDB Germany, Berlin)
Executive Creative Director: Stefan Schulte (DDB Germany, Berlin)
Creative Direction: Birgit van den Valentyn (DDB Germany, Berlin)
Creative Direction: Tim Stuebane (DDB Germany, Berlin)
Art Direction: René Gebhardt (DDB Germany, Berlin)
Art Direction: Björn Kernspeckt (DDB Germany, Berlin)
Art Direction: Gen Sadakane (DDB Germany, Berlin)
Art Direction: Wulf Rechtacek (DDB Germany, Berlin)
Art Buying: Kerstin Kraus (DDB Germany, Berlin)
Account Director: Gesa Birkmann (DDB Germany, Berlin)
Graphic: Anke Vera Zink (DDB Germany, Berlin)
Graphic: Sebastian Kamp (DDB Germany, Berlin)
Modelmaking: Angelika Mende ()
Describe the brief from the client:
Our task was to increase the awareness level of the revolutionary cooling technology VitaFresh from Bosch to our target group: everyone who likes fresh food.
Describe how the promotion developed from concept to implementation:
VitaFresh is the latest cooling technology from Bosch. It keeps vegetables, fish and meat fresh for an extremely long time. For that purpose we developed food-dummies: fresh meat from an age of a time long, long ago. Fresh mammoth steaks, juicy dinosaur legs and tender sabertooth fillets. Marked with our label, we placed the fresh Stone Age meat in the freezer sections of supermarkets for one week. Furthermore we attracted the attention of customers through leaflets and supermarket announcements.
Describe the success of the promotion with both client and consumer including some quantifiable results:
In 6 days we reached approx. 75,000 people in 24 supermarkets. The web special attracted 236% more visitors with a 530% increase in length of stay.
Explain why the method of promotion was most relevant to the product or service:
How extremely long the new Bosch VitaFresh cooling technology preserves the freshness of food, was convinced to our target group at a place where freshness matters to them the most: in the supermarket. There we placed fresh meat from an age of a time long, long ago.
Thanks to a QR-Code on the food-dummies, curious people were directed to a webspecial for more information about the new cooling technology VitaFresh.