2013 Winners & Shortlists

Results and Effectiveness

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. In fact, this idea helped raising the awareness regarding Bosch car parts in consumers' mind and made them consider Bosch for their next car check-up. The promotional 5% was a cherry on top of the idea to push these potential customers try Bosch workshop and experience the level of service they will get.

Creative Execution

The fact that Bosch car parts are buried deep inside the car, makes our challenge harder since what's 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. What made the impact of the idea stronger is the custom built simulated X-Ray machine that was placed at the parking entrance of malls, and each driver receives an unexpected Bosch receipt upon entering informing him that an x-ray of his car was taken and will receive the results soon, and in fact this what made our consumer more receptive to the x-ray film sheet.

Insights, Strategy and the Idea

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. Our objective was to change the outdated perception that Bosch is exclusive to European car models and make people see and believe that Bosch is found in every car.The insight: what's out of sight is out of mind this what leaded us to think of X-Ray as an idea to show the consumers Bosch Parts that are hidden inside their cars. Customers were intrigued and interested with the idea special it caught them the moment they are utilising their cars.