Bosch Launches New Sensory Campaign For ICON Beam Windshield Wiper Blades

Bosch Launches New Sensory Campaign For ICON Beam Windshield Wiper Blades

Bosch says the new campaign will highlight the chaos and stress that occurs when driving in extreme weather, paired with the sense of calm and confidence once certainty is restored.

Bosch Automotive Aftermarket North America will launch a new sensory campaign for its ICON beam windshield wiper blades on Dec. 26.

Bosch says the new campaign will highlight the chaos and stress that occurs when driving in extreme weather, paired with the sense of calm and confidence once certainty is restored.

“Our goal was to create a memorable feeling, with relatable experiences,” said Jean-Philippe Persico, manager, digital innovation & strategy, Bosch Automotive Aftermarket North America. “We find that people aren’t thinking about their windshield wipers until they’re malfunctioning, and too often that hits during extreme weather conditions.”

Bosch partnered with agency Bailey Lauerman to bring the idea to life with a 30-second TV spot, titled, “Calm in the storm.” It is scheduled to be played during key college football bowl games, including the Cactus Bowl on Dec. 26, the Valero Alamo Bowl on Dec. 28 and the AutoZone Liberty Bowl on Dec. 30.

Geo- and weather-targeted radio and digital campaigns will supplement the TV spots, helping highlight the ICON beam windshield wiper blade during adverse weather nationwide.

The 30-second TV spot can be viewed here as well as on select broadcast programs and live sporting events over the course of the six-week campaign.

You May Also Like

Auto Care Association Launches REPAIR Act Video

The goal is to emphasize the need for federal REPAIR Act legislation, according to the Auto Care Association.

The Auto Care Association launched a new Right to Repair video campaign, featuring independent repair shop owners from across the United States share their stories and shed light on the increased challenges independent repair shops are facing with accessing repair data to service their customers’ vehicles. 

The video campaign emphasizes the need for the Right to Equitable and Professional Auto Industry Repair Act (“REPAIR” Act), which ensures vehicle owners and repair shops have access to tools and data needed to keep cars and trucks on the road safer, longer.

ASE Education Foundation, Goodguys Continue Partnership

Goodguys is one of many industry relationships the foundation has developed to help solve the technician shortage.

Valvoline Celebrates Female Service Center Employees

As women make up more than half of all drivers in the United States, Valvoline is taking steps to increase their vehicle care confidence.

UniClutch Launches Clutch System in the United States

From Australian manufacturer Clutch Industries, UniClutch is a clutch system that delivers uncompromised performance.

Automotive Hall of Fame Announces Class of 2024 Inductees

Six honorees whose efforts helped shape the automotive and mobility marketplace will be recognized.

Other Posts

Castrol Turns 125, Debuts New Market Strategy

As part of the new strategy, Castrol will explore opportunities in battery thermal management, digital and service solutions and data center immersion cooling.

Valvoline Global to Debut Ad During Super Bowl Pre-Game

The company will showcase its Restore & Protect motor oil in a 30-second ad before Super Bowl LVIII.

Litens Adds Distribution Footprint via Acquisition

With the acquisition, Litens is set to improve its overall customer experience through enhanced communication capabilities and increased flexibility that enables Litens to further meet diverse customer demands with ease.

Advance Auto Parts, Baker Mayfield Partner for Super Bowl

If there is a false start penalty during Sunday’s Big Game in Las Vegas, fans can win free DieHard batteries for life.