Winners & Shortlists


Entrant Company NETEYE Hamburg, GERMANY
Advertising Agency NETEYE Hamburg, GERMANY
Media Agency OMD Hamburg, GERMANY
Name Company Position
Karoline Hagen Robert Bosch Gmbh Corporate Communications Brand Management And Marketing Communication
Tobias Flosdorf NETEYE Management Supervisor
Stefan Roest NETEYE Creative Director
Mirko Gluschke NETEYE Creative Director
Florian Bredl NETEYE Senior Art Director
Nicolai Müller NETEYE Junior Art Director
Janna Brundirs NETEYE Copywriter
Tim Heller NETEYE Copywriter
Arne Habermann NETEYE Concept
Manfred Heider NETEYE Concept
Anna Hebbeln NETEYE Project Manager
Tobias Volmer NETEYE Project Manager
Sven/Kenan Haus NETEYE Project Manager

The Campaign

With the “Bosch World Experience 2014” we set out to convince young talents that Bosch is more than just a company for consumer parts. We hosted a worldwide online casting call and selected six so called Bosch Explorers. We sent them on a world trip to visit six awe-inspiring Bosch projects and had them feature their journeys on social media. The audience became part of the story by interacting with the participants online – just as they would with any of their digital peers. We also created the hashtag #ExperienceBosch to allow users all around the globe to join the conversation – on Twitter, Facebook, Instagram and other international social networks such as Weibo in China.

Success of the Campaign

During the activation phase alone 3.4 million visits to the international website resulted in more than 50,000 applications. During the 16-day world trip, users stayed on the website – which served as the hub for all the social media activities – for 10 minutes on average. Social media reactions were enormous. On Twitter 30 million people saw the campaign tweets and users engaged with Facebook posts 10 million times. The campaign generated 2.5 billion online impressions, each of which helped confirm in the minds of users that Bosch is more than power tools and refrigerators. On top of it all, the fascination for the brand grew from 72% to 82% in China alone and the perception of Bosch as a young brand increased by 11 percentage points.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

First we set up a responsive website in 15 different languages with information about the project. During the activation phase we teased the journey and the mission. We drew attention to the website via advertising on TV and in cinemas and with OOH, print and ambient. At the end of the worldwide casting call we selected the Explorers and announced them on the website. On July 20th, the Explorers set out on their first adventure in London. They were equipped with itineraries on iPads and smartphones, which were specially designed and programmed for their trip. Over the next 16 days they rode in self-driving cars, boated on one of the most important waterways for maritime trade, saw famous historical sights and spent time behind the scenes at Bosch– all around the world. The audience was always close to the action, because the participants instantly shared their experiences in social media.