The Challenge Maintain Bosch’s market share with a premium product line in a price-driven, low-involvement category.
The Insight People interested in the Bosch brand instinctively pursue a high degree of quality in their lives.
The Idea Bosch celebrates the people who go out and experience life’s most important moments, no matter what stands in their way—especially the weather.
The Campaign In a category overloaded with features and benefits messaging, our research indicated it was time to shift toward a more human approach in order to make a deeper and more meaningful connection with our consumers.
No Rain Checks is about people, not product—as we focused on lifting up those who insist on going out and experiencing life’s most meaningful moments, whatever the weather. Identifying with those who passionately believe in nurturing the human spirit, rain or shine.
The campaign’s targeting approach was just as innovative as the creative one.
We expanded beyond the category’s traditional audience of male DIY auto enthusiasts to include Millennials, Hispanics, and Women.
We connected with this audience through high-profile TV moments and highly-targeted, weather-triggered media.
The campaign strategy also included digital radio, mobile display, search, paid social and social influencers.
All culminating in a social sweepstakes encouraging fans to share their lives lived with #NoRainChecks.
See their video submission for the Best of AMIN here: https://vimeo.com/768233479