Campaign: HOW TOOL IS THAT? – BOSCH POWER TOOLS

OPPORTUNITY

In the spring of 2020, when we were stuck in the house due to the pandemic, Romanians became more and more concerned with redeveloping their homes. Thus, the time spent in the house made them realize what their needs are from the perspective of arranging and renovating their home. In the last six months, 40% of Romanians in urban areas have renovated or arranged their homes, according to a quantitative study of iSense Solutions on urban representatives. In the current context of the pandemic caused by the new coronavirus, Romanians change their behaviour to adapt to the new reality and find concerns in the house and for the house.

That’s why Bosch Tools came to the aid of those who wanted a reshape the house and launched in April a campaign to promote the most practical tools used in arranging or redecorating the home.

CONTEXT

The state of emergency and the period of isolation drastically changed the habits of Romanians. Forced to spend more time in the house, they were preoccupied with arranging a place where they could enjoy the outdoors in complete safety, as well as a functional workspace. Thus, the searches for the arrangement of the terrace increased by 53% compared to the same period in 2019, while the interest of Romanians for the arrangement of the balcony increased by 51%. The rest of the rooms were not overlooked either. Romanians have shown an increased interest in kitchen design (31%). They were also concerned about the arrangement of the bathroom (22%), and the searches for the arrangement of the bedroom increased by 21%.

RESEARCH

To achieve the objectives of the campaign, we conducted an analysis of how consumer habits have changed in the pandemic.

  • Reference studies on how consumer habits have changed since the beginning of the pandemic
  • Official data provided by the market research companies.

PLANNING

OBJECTIVES OF THE CAMPAIGN:

  • To create awareness for Bosch Tools
  • To raise awareness for the tools and increase the number of people who purchase one of the three Bosch tools.

TARGET:

  • Main target audience: men between 15 and 45 years old, craftsmen, locksmiths, builders, household consumers.
  • Secondary target audience: women interested in DIY projects.

MESSAGE: HOW TOOL IS THAT? 

COMMUNICATION CHANNELS:

Social media – Facebook, Youtube

Bosch own channels: social media (YouTube)

Influencers channels for direct contact with their fans: social media

 

EXECUTION

 

PHASE 1: Launch of the first video – EasyAquatak 100 Long Lance

The first video was released on the Facebook and YouTube page of the comedy actor Mihai Bobonete. He promoted the EasyAquatak 100 Long Lance tool, the pressure washer that helps you clean the car, the garden, but also the decorative objects that beautify the garden. In addition to the technical details, Mihai Bobonete presented the way in which the device can be used, but also the original ways in which he chose to clean the wine glass, the children’s toys, the dirty dishes left after a party.

https://www.youtube.com/watch?v=kWwVoAy0YaM 

PHASE 2: Telemetrul Zamo

For the filming of the second clip, Mihai Bobonete was helped by his colleague, Mihai Rait. Together they managed to generate quality content, unique and funny that reached in less than a week a reach of over 63,000 people.

https://www.youtube.com/watch?v=aL4f6T_tpVg 

PHASE 3: Surubelinita IXO

The last clip of the campaign was the one for the IXO screwdriver. Due to the strong impact and the very good awareness generated from the previous clip, we continued the campaign in complete formula with Mihai Bobonete and Mihai Rait. The funny content showcasing the unique ways to use a screwdriver that many would not have thought had very good results, reaching a reach of over 95,000.

https://www.youtube.com/watch?v=T54b0RjS8NI 

EVALUATION

evaluation

CAMPAIGN RESULTS – FACEBOOK

 

265,794 

total campaign reach

2,761

likes

56

total number of press comments

35

total number of shares

100%

positive tone of voice.

CAMPAIGN RESULTS – YouTube

 

235,360 

total number of views

5,800

likes

222

total number of press comments

The creativity of the campaign consisted in a community lead approach. We turned hobbies to which our audience dedicate most of its time in the last period into effective communication channels. We found innovative ways of communicating a technical detail and how to use the tools through funny communication with the two stand-up comedians’ representative groups from our target.