Bosch is now running a new advertising campaign featuring the company’s top-of-the line, premium wiper blade, Bosch ICON. Having renewed its partnership with professional storm chaser Reed Timmer, this new campaign is intended to drive awareness of Bosch ICON and associate it with severe weather conditions and their impact on everyday life. The campaign, scheduled to run from December 2013 to February 2014, puts a major emphasis on television and also includes digital and social media elements.
To communicate the campaign’s message that Bosch ICON is designed for severe weather conditions when reliable wipers are a must, one 30-second TV spot will run. This spot is designed to inform and engage the audience to provoke their interest in Bosch ICON blades.
“The TV spot will be the ‘test track’ commercial developed for the 2012-2013 campaign, and will feature the ICON Wiper Blade. This focus provides us with an excellent opportunity to illustrate the special features of Bosch ICON, how well it works in all weather conditions, and what makes it the premier product in our wiper blade portfolio,” said Tony Pauly, director of advertising and brand management for Robert Bosch LLC Automotive Aftermarket. “We expect that awareness of the special features of Bosch ICON will make it a first choice for consumers and drive traffic to ICON retailers offering special deals on the product.”
The spots will air nationwide from December through February on high viewership cable networks, and will reach the target audience in key retail markets, Bosch says. Network radio will provide coverage through traffic, weather and sports sponsorships. Digital advertising banners featuring ICON will use weather-related positioning. Banner ads, utilizing a mobile strategy, will appear on weather-related websites and drive consumers to retail locations that carry the ICON blade. Social media will round out the campaign with Twitter and Facebook ads and messages.
“We are thrilled to partner with the popular extreme weather expert, Reed Timmer,” said Pauly. “His popularity and market value is increasing as national brands are beginning to use his likeness. Renewing our partnership with Reed Timmer not only makes sense from the standpoint of continuity but also by virtue of the fact that he is a well-respected meteorologist and storm chaser, and his presence reinforces our message that our blades work well in all weather conditions.”
According to Pauly, Bosch ICON’s bracketless construction and dual rubber technology deliver up to 40 percent longer life compared to other premium beam blades, and its dual precision-tensioned internal steel springs provide a contoured fit for full contact across the curvature of each side of the windshield. As such, it hugs the windshield in strong winds and heavy rain and its one-step installation system makes it highly desirable for motorists, he said.
For more information on the Bosch ICON beam wiper blade, visit www.BoschClearTheWay.com.
