Bosch / Walt Disney Studios – WALL•E Joint venture
Bosch were approached by Walt Disney Studio Motion Pictures via us as their agency as a potential brand partner in the launch of WALL•E. We explored the potential benefits for Bosch in this association and put forward a business rationale and creative proposal which was adopted.
There were immediate and longer term benefits for Bosch from involvement in a major high profile film with directly relevant technology, themes and messages that could help in delivering a complex set of messages more quickly and in a more receptive, understandable and memorable way to a broader target group plus having the added equivalent financial value of association via Disney’s own campaign.
We were able to create amongst other benefits:
- Huge exposure to new and wider audience – core families, 18 -34yrs
- An opportunity for ownership of eco territory
- Reinforcement of Bosch quality and reliability positioning
- The capture of future sales and awareness building
- Attachment of fun and a personality to a commodity brand
The Campaign
A campaign was devised to both engage both the trade and the consumer to increase visibility and in-store footfall and included; Press Advertising: In store POS and window posters; Web banner advertising; A family centred microsite; A linked competition with Disney Store and Disney Parks; A trade competition and product centred floor and window displays and re-useable CSR elements.
Results
The website, where traffic was being driven, received significant increased traffic with more than 10,000 additional unique user visits over the first 4 weeks of the campaign and collected over 3,500 customer competition entries. Bosch became visible on a number of eco blogs and were able to put the building blocks in place for the 2009 “ energy and water saving, green technology” campaign which ran throughout the year in-store and in the press.
Awareness in the period, coupled with other activity showed an increase and overall the vehicle and campaign was considered by Bosch to have been a worthwhile investment in the continued development of their brand.
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