2013 Winners & Shortlists

The Brief

In Saudi Arabia Bosch is associated with quality hardware but not so much with car parts. Because Bosch car parts were used in European car brands, while the Saudi roads are dominated by Asian cars. The brief was to change the outdated perception that Bosch is exclusive to European car models and make people see and believe that Bosch is found in every car.

Creative Execution

The method was very relevant since our first objective was to create awareness around Bosch car parts, and the idea helped our customer to see and believe that Bosch exist in his car and every car, in addition to 5% promotion discount if they present the sheet during their next visit to any Bosch showroom, that helped the client to get much more calls and more visits for potential customers to do their car check-ups. The idea of utilising real X-Ray films of cars was unique enough to intrigue and interest the drivers, and majority kept it with them.

Describe the creative solution to the brief/objective.

The fact that Bosch car parts are buried deep inside the car makes our challenge harder since what out of sight is out of mind. For that reason the idea was to utilise X-Ray as a technique to prove to our customers that Bosch exists in almost every car. To make our concept more appealing and credible we produced real X-Ray film sheets revealing inner mechanics of cars highlighting Bosch parts, and were placed on car windshields in various malls across Saudi Arabia.

Results

Those X-Ray sheets were placed on more than 30,000 cars of all makes and sizes, and as a result, calls to our showrooms increased by nearly 30% and the actual car check-ups increased by 18% during the promotion.