Task
Bosch wanted a TTL campaign to include TVC, social media, POS and sponsorship and experiential opportunities to promote and raise awareness of their pressure washers in a market firmly dominated by Karcher.
Solution
'It's turned out nice again' was my answer to their brief. It came about through my own experience using a pressure washer watching the grimy and green patio furniture turn back to looking new after a long cold and wet winter outside, something I believed anyone who has used a pressure washer can relate to. This also led to the thought of playful or indeed accidental patterns made from the powerful jet spray and incorporated this into the creative as you can see in the billboard and the TVC storyboard above where the dad gets creative marking out a football goal post on his garden fence.
The line 'It's turned out nice again' also carries a broader thought that whatever the task a Bosch garden tool will make it turn out nice again from hedge cutters and mowers to pressure washers.
Retailer POS
Wobblers continue the 'It's turned out nice again' weather theme in store. Die cut into
distinctive cloud/sun shapes in keeping with the icons used across other Bosch garden products.
distinctive cloud/sun shapes in keeping with the icons used across other Bosch garden products.
Website
Bringing the different elements of the campaign - TV, social media videos, tips and dealer locator etc into one place.
Social media Reviewers
Members of the general public were invited to review the washers. Selected reviewers are each given washers and their reviews of how their Bosch high-pressure washers have made 'It's turned out nice again’ are posted across social media channels.
Reviewers Improve product star rating, build brand loyalty and advocacy
Digital Ads
This set of transitioning banner ads make it clear that the high-pressure washer can be used to clean many surfaces. The sun washes across brightening up the image on each transition.
ITV Weather show sponsorship
The campaign lends itself perfectly to sponsoring the ITV weather and will be seen by a wide cross section of people.
Radio script
‘Carol the weather lady’
‘Carol the weather lady’
Tom, news reporter
“And now over to Carol to give us the latest on the weather front
....what have you got in store for us Carol?”
“And now over to Carol to give us the latest on the weather front
....what have you got in store for us Carol?”
Carol, weather lady
“Good news Tom, due to the jet stream moving in the outlook is
for high pressure right across the country..., all signs of winter will be blown away!”
“Good news Tom, due to the jet stream moving in the outlook is
for high pressure right across the country..., all signs of winter will be blown away!”
Sound of pressure washer running in background
Carol, weather lady
“leaving prolonged clear periods on decking, furniture and patios nationwide”
“leaving prolonged clear periods on decking, furniture and patios nationwide”
Carol, weather lady
“So start enjoying that sunlounger again people”
“So start enjoying that sunlounger again people”
Tom, news reporter
“Great news Carol......It’s turned out nice again, with Bosch high-pressure washers”
“Great news Carol......It’s turned out nice again, with Bosch high-pressure washers”
Voice over
Bosch High-Pressure washers available at B&Q, Homebase and all go DIY stores nationwide
Bosch High-Pressure washers available at B&Q, Homebase and all go DIY stores nationwide
Viral video activations
We see two scenes set within a low-lit hangar. In the first a group playing football create their own pitch markings before we see an epic game in slow motion unfold at the same time we see and recognise them as Premier league players. The second has celebrity athletes marking their own track before sprinting off through the darkened hangar and out through it's huge doors and out into the bright sunlight!
Credit: Bonfire