Bosch Days 2020
BACKGROUND
Following our successful 2019 campaign in Germany, with high sales across this week of deals, we of course wanted 2020 to be even more successful. Especially as we would be taking the campaign Pan EU to five countries plus Japan, however there was one small challenge we couldn’t have predicted, which was the Covid 19 pandemic . . .
SOLUTION
The campaign in 2019 centred around a sweepstake and a video shoot to promote the sales event. For the 2020 campaign it was important that we also targeted New To Brand customers (NTB). Rather then letting our restrictions stop us innovating, I turned this possible negative into a positive which allowed us to also be inventive, and we found a new and different way to connect with NTB and create original content at the same time. For this solution we choose animation.
Fun is memorable
We created playful content which not only entertained and informed the customer about the deals event but additionally tied the customer emotionally closer to the brand. Our Bosch Heroes take on the values of the brand showing the customer how they can aid them about the home in everyday scenarios.
Our final content was not only shown in the lead up phase on our custom landing page but also on Fire TV and as a mobile animation on the Amazon homepage in Germany and France on the first day of the event.
My Role
For the creative concept, I presented to the client insights behind my idea along with execution style and wrote a narrative focusing on the quality, reliability and speed of the products in our animation. I designed characters and created a rough storyboard to help our animator bring this story to life.
CX
Working mobile first we adapted and stripped down the design of the deals page adding new custom ATF functionality.
Credits
Art Directors: Jonathan Wood & Neil Coxhill
Solution Manager: Kate Cooper
Animation: Chris Ketchell
Production agency: P for Production