BOSCH WORLD EXPERIENCE 2014
| Title | BOSCH WORLD EXPERIENCE 2014 |
| Brand | ROBERT BOSCH |
| Product/Service | SUPPLIER OF TECHNOLOGY AND SERVICES |
| Category |
F04. INNOVATIVE USE OF SOCIAL OR COMMUNITY |
|
Entrant Company
|
NETEYE Hamburg, GERMANY
|
|
Advertising Agency
|
NETEYE Hamburg, GERMANY
|
|
Media Agency
|
OMD Hamburg, GERMANY
|
Credits
| 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 |
Creative Execution
The six “Bosch Explorers” were selected in a worldwide casting call via Google Hangouts.
They shared every aspect of the “Bosch World Experience 2014” using the hashtag #ExperienceBosch. In a live stream and in each of the Explorer’s social media channels, the entire world was able to follow this one-of-a-kind trip. Countless Facebook posts, Tweets, Instagram pictures and other types of content hit all sorts of international social networks –, even China’s Weibo!
With every content snippet shared, followers were able to experience up-close –and directly through the Explorers’ smartphones – what life is like behind the scenes at Bosch.
3.4 million visits to the international website resulted in more than 50,000 applications. Social media reactions were enormous. On Twitter alone 30 million people saw the campaign tweets and people 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.
The broad portfolio of fascinating and technically innovative Bosch projects is hardly known and its reputation based on power tools and refrigerators is lacking fascination. Our challenge was to change the existing external perception and thus, strengthen the company’s reputation and appeal.
Our main target group were millennials. We realized we had to address them using their own language and own channels of communication. Knowing they consider classic advertisement to be filled with hollow promises and only trust what they experience themselves or see their peers recommend, we sent six of them – the so called “Bosch Explorers – on a trip to visit awe-inspiring projects and experience Bosch first-hand. As a part of their journey, they reported live using their own social media channels to convince young talents that Bosch is more than just a company for consumer parts.