Category A02. Rebrand / Refresh of an existing Brand
Product/ServiceBOSCH IXO
Production EXPERIENCE ONE Stuttgart, GERMANY
Production 2 BRIDGINGIT Mannheim, GERMANY
Production 3 DATENWERK Munich, GERMANY
Name Company Position
André Bourguignon Philipp und Keuntje Executive Creative Director
Franziska Flau Philipp und Keuntje Creative Director
Caterina Florencio Philipp und Keuntje Art Director Digital
Maxie Perlberg Philipp und Keuntje Junior Art Director
Klas Batschkus Philipp und Keuntje Art Director
Klaus Huber Philipp und Keuntje Senior Copywriter
Jens Hoffmann Philipp und Keuntje Director Brand Consulting
Christina Klein Philipp und Keuntje Senior Project Manager Digital
Anna Wiegel Philipp und Keuntje Junior Project Manager Digital
Charlotta Dittmann Philipp und Keuntje Senior Project Manager
Insa von Zeppelin Philipp und Keuntje Social Media Manager
Johanna Blevins Philipp und Keuntje Agency Producer
Karen Schwarzer Philipp und Keuntje Head of Art Buying
Jenny Weser Philipp und Keuntje Editor
Bianca Colussi Philipp und Keuntje Head of Production
Ansgar Struck Philipp und Keuntje Head of Postproduction
Sven Fröhlich Philipp und Keuntje Senior Retouch Artist
Ponke Herrmann Philipp und Keuntje Senior Final Artworker
Juliette Mainx EYECANDY Photographer & Set Designer
Fanny Böhme EYECANDY Photographer & Set Designer
Stefanie Grau - Freelance Interior Architect, Set/Furniture Designer


The IXO from BOSCH was the first really small and extremely practical cordless screwdriver. With over 15 million units sold, it is the best-selling power tool in the world. 15 years after its first launch, the IXO had lost its uniqueness; it was gradually lost among many other power tools. Also, it was strongly attacked by the competition, which flooded the market with quite similar (mostly cheaper) products. So far, tools have been extremely manly (high-performance power tools for real men). But the world has changed: Women are handy, men no longer identify themselves with role clichés, and the current gender equality discussion leads to an openly lived gender diversity. How can we make the IXO and the Bosch brand something special and unique again? How do we create an extraordinary product and brand experience? And how do we reach new target groups without frightening the old ones?

Describe the creative idea (40% of vote)

Our idea: IXOism - Screw prejudice! So far, power tools have been advertised as if they are only meant for strong, masculine men. We transform the IXO from a functional tool into a lifestyle object for everyone! A power tool for aesthetes, design and decoration lovers of every gender and sexual orientation. At the same time, we ensure that not only the tool is trendy and "instagrammable", but also each of our designs. Therefore we have invented a loud, colourful, and always slightly crazy world (with its own language), the IXOism. At the IXO Style Contest, everyone can design the cordless screwdriver according to their own ideas - as colorful, as unusual, and versatile as they like it. The new design stands out from the Bosch brand world and refreshes the brand.

Describe the execution (40% of vote)

With a multi-stage, Europe-wide campaign, IXOism was able to spread. During the teaser phase, the IXO Style Contest attracted attention. In the bridge phase, we kept the tension high until the IXO went on sale. And in the launch phase, we went on the offensive to get a wider audience excited and motivated to buy. We used traditional channels as well as digital and interactive media: - Print ads - Posters and Citylight Posters - IXO Style Contest (online) - Social Media - Moving image (teaser and campaign video) - Artist cooperation (influencers and female artist group Eyecandy) - Media cooperation with lifestyle magazines (staging the IXO as a lifestyle must-have) - Installation: interactive game (on a digital Citylight, one could virtually screw eggs to the wall with the IXO)

List the results (20% of vote)

Our colourful IXOism refreshed the brand. Repositioning the IXO cordless screwdriver also led to revamping the Bosch brand. Enthusiastic reactions and comments show, that we managed to convince both our traditional Bosch target group and the new target group. We achieved 12 million impressions on social media. Our media reach was 32 million potential customers. With the IXO Style Contest, we were able to activate everyone, regardless of age or gender. 15,000 IXO styles were configured and over 260,000 votes received. The site was visited over 400,000 times with a 3:13 minute average length of stay. Conclusion: We rethought a power tool, opened up the DIY segment to new audiences across gender lines, and in doing so, also succeeded economically. The IXO became a highlight in the tools segment and a must-have among design enthusiasts. It sold out in many places after a short time.