Category: Best Use of Ambient Media: Large Scale
Advertiser: ROBERT BOSCH
Product/Service: BOSCH BLUE
Agency: OMD
Media Agency: OMD, Hamburg, GERMANY
Director Planning/Board Member: Christjan Esch (GFMO OMD)
Group Manager Planning: Andrea Stock (GFMO OMD)
Planning: Katharina Reis (GFMO OMD)
Director Outdoor: Elisabeth Solscher (OMG Outdoor)
Outdoor Planning: Magdalena Lontkowska (OMG Outdoor)
: Thilo Hecht (Jung von Matt/Elbe)
Director Brand Management Professional Power Tools: Oliver Mössler (Robert Bosch)
Media placement: Construction Fence - Otto-Braun-Strasse/Wadzeckstrasse Berlin, Germany - 7 July 2011
Insights, Strategy & the Idea
Being a craftsman can be really ungrateful and unrewarding: most people dislike construction sites and usually do not honor the work which is done on it. The idea was to strengthen Bosch’s professional image by showing those hard working men some true respect initiated by Bosch Blue, the professional tool range for craftsmen.
Bosch power tools are famous for private use in Germany but they are not leading when it comes to professional usage. Most workmen so far rely on competitive brands like “Makita” and “Hilti”. The task was to increase sympathy for the brand by surprising those workers in a likable way where they do not expect positive feedback from people passing by: on site in Berlin, Germany’s capital of construction sites.
Creative Execution
Bosch professional power tools started an image campaign addressing professional craftsmen all over Berlin. Each relevant craft was given its own ad – in out-of-home, in trade press, online and television. But that was not enough! We finally caught them by surprise at work by installing a construction fence that was branded on both sides with different messages.
To the pedestrian side: “People like this construction site. Truly Bosch!” where people could push a “Like” button connected to a large counter on top of the fence. To the craftsmen’s side: “People like your work and the professional tools by Bosch. Truly Bosch!” where the craftsmen could instantly see on the counter how many people liked what they do. This is the first time a fence, usually a barrier, has become an enabler of dialog. Bosch created a direct connection to appreciate the craftsmen behind the scenes.
Results and Effectiveness
The idea of using a construction fence to directly address our professional target group gained notable PR coverage in relevant professional trade journals and industry blogs. Over 7,000 real life “Likes” were achieved in just 2 weeks.
The return on media investment was 275%.
In a very short time, we placed Bosch as the power tools brand for professionals because we tapped into a powerful emotional driver – the need for recognition.
Best of all, Bosch power tools celebrated the most successful year ever with a sales increase of +17%.