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Helping Bosch win customers and awards

Bosch Professional is one of the world’s leading providers of power tools, accessories and measuring tools. The company asked us to launch its new range of connected tools and associated ‘Toolbox App’ to the UK market. Competitors had started to introduce similar technologies, so the race was on to position Bosch as a much-loved and innovative leader.

Our strategy was to engage the audience by using the key characteristics of a loved brand, uncovered in our local focus groups: humour, fun and peer-to-peer recommendation. Bosch had been losing sales from younger tradespeople so we were keen to use Facebook as the priority social media platform.

With that in mind we created a tongue-in-cheek campaign - ‘Neandertool to Millennitool’ - that asked people to upgrade themselves by choosing connected tools.

The campaign smashed all Bosch targets with a Facebook reach of 6 million – exceeding target by 230% - and over 66,000 Facebook engagements (Reactions, Comments & Shares) – exceeding target by 460%.

It was a textbook example of:

  • Using key motivators from the insight phase
  • Raising the message above product features & benefits with a creative platform
  • Testing, learning and adapting throughout the year
  • Creating peer-to-peer authentic content

“The ‘Neandertool to Millennitool’ campaign was a real winner for us – it was humorous, whilst positioning the technology perfectly and provided a great platform for multi-channel activity – but was especially strong in digital,” said Kate Pritchard, Online Marketing Manager, Robert Bosch UK.

The campaign has gone on to be a multi award winner.


Ready to plan your own award-winning campaign? Contact Rachel Arquati to discuss how to best engage your audiences.

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