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Challenge
For Bosch Professional’s ‘connected tools’ launch we needed to warm tradespeople to the Bosch brand and generate interest in the technical area of ‘connected tools’ amongst a typically busy and technology-sceptic audience.
Solution
Our creative solution positioned Bosch as pioneers of tool evolution and promised future-proof advantages.
We played on the evolution of man and created the ‘Neandertool to Millennitool’ campaign, asking people to ‘upgrade themselves’. The use of humour was a specific strategy to engage the audience and stand out.
Our assets provided an effective platform across social media, PR, dealer comms and events. Peer recommendation was harnessed through #builtwithBosch, in which volunteer ‘testers’ uploaded reviews. Messages were spread further via bloggers and influencers. The campaign was awarded gold status at the International B2B Marketing Awards for its outstanding results.
The Neandertool to Millenitool brand awareness campaign was a brilliant creative solution to launch connected tools to the UK market. The tongue-in-cheek approach resonated well with our audience and gave our sales team an easy conversation starter. As a campaign it worked brilliantly across the different channels, especially the social and PR channels that Clear B2B are responsible for. For us it ticked all the boxes.
