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Bosch touts design, promotion in new ad campaign

Monday, June 25, 2012 - 09:01
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Bosch reports it has launched a dramatic new advertising campaign highlighting the perfect match between its OE design Bosch spark plugs and today’s motorist. The campaign is designed to ignite excitement, enthusiasm and positive perception for Bosch’s comprehensive line of spark plugs for domestic, Asian and European vehicles.

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Stressing “Bosch precision meets American shoptalk,” the campaign uses humor and dramatic presentations to encourage the professional or DIY installer to think “Bosch OE spark plugs are the go-to plug for whatever car I’m working on.” The campaign utilizes an integrated communications plan with extensive print, online and broadcast media advertising intended to connect with American trade and enthusiast audiences. It also utilizes social media to involve motorists, installers and distributors in spark plug related activities.

“This year’s imaginative Bosch spark plug advertising campaign is designed to capture the attention of spark plug installers, whether professional or DIYer, and emphasize that only Bosch spark plugs feature traditional Bosch precision combined with OE design,” says Mark Wilkinson, Group Product Manager, Spark Plugs for Bosch.  “The campaign utilizes appealing videos, ads, television shows and a Facebook contest that offers rewards for winning contestants. The campaign makes seeing the advantages of Bosch spark plugs both enjoyable and rewarding, and is intended to make Bosch spark plugs the obvious choice for every spark plug installation,” he said.

The Gut Knows
A key element is “The Gut Knows,” a new campaign theme and Web portal microsite, The Gut Knows site will feature humorous videos airing on YouTube, online digital banners and full page print ads and stress that “The Gut is where all of our instincts, experience and technical know how come together...The Gut knows that fixing it twice is one time too many, and the Gut knows a serious spark plug when it sees one.”

Digital media will include banners on Yahoo! Answers, eHow, and for outreach, Federated Media for peer advice, Interclick and Vibrant for expert advice, YouTube, blip and Viewable for discovery, and Google for search. Banner ads will drive viewers to or the “Gut Check Challenge” on Facebook. The campaign will also include partnership with Velocity media, with promotional vignettes on Velocity’s Car Fix and All Girls Garage.

Social Media and the “Gut Check Challenge”
Social media will be an integral part of the campaign, with the “Gut Check Challenge” on Facebook featuring increasingly difficult multiple choice questions and rewards for correct answers, with one winner and guest attending the Mecum Auction in Monterey, CA. The winner will receive a payment of up to $25,000 toward the purchase of an automobile of his or her choice at the Mecum Auto Auction.

The campaign introduces the new Bosch OE Platinum fine wire spark plug which complements Bosch’s Iridium plug launched last year. This OE fine wire line of spark plugs, designed for domestic, Asian and European engines, guarantees satisfaction by offering robust technician warranties and consumer guarantees.

Installers, distributors and motorists should stay tuned to the microsite for the latest news on Bosch spark plugs, and be sure to specify Bosch spark plugs whenever installing fresh plugs.

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