Turning potential customers into product photographers

  • PROJECT
  • Bosch Launch Campaign
  • CLIENT
  • Bosch
  • PROJECT
  • Bosch Launch Campaign
  • CLIENT
  • Bosch

A mobile focused customer engagement campaign to launch a professional cordless screwdriver for Bosch that led to one of their most successful launches ever.

Bosch wanted to dispel the assumption that small cordless screwdrivers were underpowered and also get customers to engage with the product offer.

As this is primarily trade product, we looked into attributes and habits of the core audience of builders and tradesmen. We identified the early adoption and use of smartphones and explored ways to encourage participation.

For the launch, we enlisted Vinnie Jones's services to be photographed with the product. Shots of Vinnie with the strapline 'Try this for size" were distributed in trade stores. We also created actual-size cardboard cutouts of the product and asked customers to photograph themselves using the cutout on their mobiles.

The response was exceptional, an overwhelming number of inventive and engaging entries were collated and displayed across Bosch's digital touch points, leading to their most successful launch ever.

The results

THOUSANDS OF PHOTOGRAPHS TAKEN AND SHARED

THOUSANDS OF PHOTOGRAPHS TAKEN AND SHARED

BOSCH'S MOST SUCCESSFUL TRADE LAUNCH

BOSCH'S MOST SUCCESSFUL TRADE LAUNCH

YEARS TARGET SALES MET WITHIN 6 MONTHY

YEARS TARGET SALES MET WITHIN 6 MONTHY