BOSCH BRAND DAY
BACKGROUND
For over 130 years, the name Bosch has stood for pioneering technology and groundbreaking innovations that have shaped entire generations. To honour this legacy, Bosch set out to celebrate the brand’s history with customers while highlighting the breadth of its product portfolio – from washing machines and Smart Home solutions to power tools. Bosch products are present in virtually every household, and millions of people rely on their trusted performance every day – whether it’s a kitchen appliance, an iron, a vacuum cleaner, a drill, or an electric garden pruner.
GOAL
Strengthen brand perception by showcasing the diversity and reliability of Bosch products, drive engagement among both new and existing customers, and increase sales across multiple product categories.
SOLUTION
To bring this vision to life, I developed the creative concept for the Bosch Brand Days – an integrated campaign designed to position Bosch as an indispensable part of everyday life and reward loyal customers. The campaign invited shoppers to explore the full range of Bosch products, discover exclusive deals, and participate in an engaging raffle to win a branded truck filled with Bosch appliances and tools worth $12,000.
I was solely responsible for designing and implementing all visual and digital touchpoints of the campaign, including:
- Developing the overarching look and feel, visual identity, and key messaging
- Designing the Hero 1 (H1) placement on Amazon.de, as well as all banner formats and promotional assets across devices and placements
- Creating the dedicated landing page, including layout, content, copywriting, iconography, and UX design with features such as an Accordion menu and jump-marks to improve navigation and scroll depth
- Conceptualising the hero video, which served as the central creative element and was adapted into multiple cut-downs across the media plan
The video production was realised in collaboration with the external production company Umlaut Film, based on my creative direction and detailed briefing. The film told the story of the custom-built Bosch truck – shaped like a giant Amazon delivery box – as it was loaded with Bosch products in an Amazon fulfilment centre, drove through the city and countryside, and arrived at the home of the delighted winner.
RESULTS
The campaign significantly exceeded expectations in both engagement and sales performance:
- Return on Ad Spend (ROAS) of 14.5, over 4 times the original goal of 3.5 and more than double the benchmark
- Engagement Highlights
22,700 raffle sign-ups within just 48 hours (vs. internal target of 10,000)
Median dwell time outperformed benchmarks across all devices (e.g., 38 seconds on desktop)
Mobile abandonment rate reduced by 10 percentage points compared to the previous year
Fire TV ROAS of 6.87 (benchmark: 0.31) and Hero-1 CTR of 1.37% (2x the global custom average) - Brand Impact
56.5% of customers were new to Bosch on Amazon
1.2 million unique users reached - Sales Uplift
+571% week-over-week increase in units sold on Amazon.de
Power tools and major domestic appliances more than doubled revenue compared to 2018
The exceptional performance of this campaign validated the Brand Day format as a powerful lever for driving incremental sales and engagement. As a result, Bosch initiated plans to scale the concept into a pan-European rollout in the following year.
BOSCH BRAND DAY VIDEO