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Bosch were approached by Walt Disney Studio Motion Pictures via us as their agency as a potential brand partner in the launch of WALL•E. We explored the potential benefits for Bosch in this association and put forward a business rationale and creative proposal which was adopted.
There were immediate and longer term benefits for Bosch from involvement in a major high profile film with directly relevant technology, themes and messages that could help in delivering a complex set of messages more quickly and in a more receptive, understandable and memorable way to a broader target group plus having the added equivalent financial value of association via Disney’s own campaign.
We were able to create amongst other benefits:
- Huge exposure to new and wider audience – core families, 18 -34yrs
- An opportunity for ownership of eco territory
- Reinforcement of Bosch quality and reliability positioning
- The capture of future sales and awareness building
- Attachment of fun and a personality to a commodity brand
The Campaign
A campaign was devised to both engage both the trade and the consumer to increase visibility and in-store footfall and included; Press Advertising: In store POS and window posters; Web banner advertising; A family centred microsite; A linked competition with Disney Store and Disney Parks; A trade competition and product centred floor and window displays and re-useable CSR elements.
Results
The website, to where traffic was being driven, received significant increased traffic with more than 10,000 additional unique user visits over the first 4 weeks of the campaign and collected over 3,500 customer competition entries. Bosch became visible on a number of eco blogs and were able to put the building blocks in place for the 2009 “ energy and water saving, green technology” campaign currently visible in store and in the press.
Awareness in the period, coupled with other activity showed an increase and overall the vehicle and campaign was considered by Bosch to have been a worthwhile investment in the continued development of their brand.
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