POWER UP YOUR LIFE

TitlePOWER UP YOUR LIFE
BrandBOSCH
Product / ServiceBOSCH POWER TOOLS
CategoryB01. Use of Digital in a Promotional Campaign
EntrantEDELMAN Shanghai, CHINA
Media Agency OMD CHINA Shanghai, CHINA
PR Agency EDELMAN Shanghai, CHINA
Production Company ABRIDGE Shanghai, CHINA
Entrant Company EDELMAN Shanghai, CHINA

Credits

Name Company Position
Dinesh Kumar D Bosch Head of Content Management for Bosch Power Tools, Global Emerging Markets
Lini Xu Bosch Brand Manager for Power Tools, Emerging Markets
Emma Wang Bosch Senior Account Executive
Claire Zhang Bosch Account Executive
Tony Tao DJE (China) Group Senior Vice President
Sanjay Nair DJE (China) Group Chief Operating Officer, DJE (China) Group/ Managing Director, Edelman Beijing
Sonny Shen Edelman Shanghai Managing Director
Janet Dai Edelman Digital Managing Director,China
Samuel Leung Edelman Digital Shanghai Director
Daniel Fu Edelman Digital Shanghai Senior Manager
Doris Pan Edelman Digital Shanghai Digital Planner
Marco Yu Edelman Digital Shanghai Coordinator

Brief Explanation

China’s handymen and women, responsible for maintaining the buildings of China’s rapidly growing cities, make up the largest consumers of power tools in the country. Bosch and other international suppliers of power tools were not reaching out directly to these tradesmen, missing out on the engagement and consumer feedback essential to their brand. By speaking directly with these handymen, we found out what many of them had in common: the dream to further their skills and progress their careers. So we created an online game and offline competition to test their skills and provide training, giving the Bosch Dream champion the chance to walk away with prizes that would launch their career onto the big stage. Those who entered into the competition also registered themselves into Bosch’s database; over the campaign period we went from 0 to 40,000 members, giving Bosch the tools they needed to continue their engagement.

The Brief

Bosch wanted to connect to the end users of its products, China’s 60 million freelance tradesmen, to encourage user generated content on its owned media and ultimately establish strong brand loyalty with this large audience. As a hard to target and hard to hook group, they needed to come up with a strategy that would allow them direct interaction, something no international supplier of power tools had yet been able to manage. The answer came in the form of an online and offline competition to find China’s best tradesmen, offering as prizes the tools needed to help grow their businesses.

Describe the success of the promotion with both client and consumer including some quantifiable results

The Bosch Dream campaign managed to do what none of its international competitors had previously done in China by directly interacting with the end users of its products. In just 60 days, 331,000 tradesmen visited the official site and 40,000 registered for the campaign. Over the 60 day campaign period, website traffic increased 21%. Sales increased an average of nearly 20% per month over the campaign period, and followers of Bosch’s account on Chinese social media app, WeChat, increased by 40%. Media investment came in at only 19 cents per click and in total, the campaign delivered a return of 1,748% on investment. But most importantly, Bosch was able to build a large database of these tradesmen – from zero to 40,000 – allowing it to continue its engagement and maintain its partnership with them throughout their careers.

Explain why the method of promotion was most relevant to the product or service

Through targeted SEO, paid media on job posting sites, and KOL posts on social networking sites we directed the audience to participate in an online game designed to test their skills with Bosch Power Tools. From those who registered, 60 top entrants were invited to take part in offline training at three sites around China where they competed in vocational challenges, leading to three regional champions. Users could then vote online for their favorite competitor with the eventual winner being crowned Bosch Dream champion, winning an SUV and Bosch power tools to support their business and a promotional feature on a leading industry website. Throughout the entire competition the audience could comment on the contest, the tools and discuss their trade using social media channels and the official microsite. We also collected detailed contact information along the course of the campaign to build a database for long term engagement.