Bosch Car Service
Winter Maintenance
Campaign

The campaign’s objective was to encourage drivers to book a Bosch Service for their car with the incentive of a free battery check. My idea was based on the insight that battery faults are the most common cause of breakdown, and winter weather can also make driving hazardous.

​

This seasonal integrated campaign featured press, radio, and digital. Including a YouTube pre-roll video and rich media (MPU, banners and skyscrapers).

​

Using IP address and live weather forecast, 1 of 3 digital ads showing different winter conditions played to reflect the real time weather that day (e.g. frost, wind, snow).

​

Research at the time showed that 94% skip YouTube videos. My challenge was to engage viewers in the first few seconds. Budget and timings were tight, so an important consideration in my idea generating. Using the common truth that nobody wants to be broken down in the cold, I concepted this very simple idea. The copy I wrote, turned the negative of skipping the ad into a positive.

​

The campaign achieved great results. There were over 1 million views of the YouTube pre-roll video. Over 126k viewers choose not to skip the ad and 46k clicked through to the Bosch Service site. Overall the entire campaign generated an 86% increase in traffic to the Bosch site. Resulting in a record volume of online bookings for a car service, new parts and battery sales.

​