Bosch wanted to stand out from the competition in a category that all too often feels and looks the same and convince loyalists of other brands to make the switch to Bosch.
The challenge was convincing people to try something new in their professional lives. People who work on jobsites get used to working with the same tools, day in and day out. The challenge was how can we present Bosch in a new light that will make workers consider using their tools? What can we do that’s unexpected that will make current and potential consumers look at the brand in an exciting, new way? Additionally, how can we use these opportunities as a catalyst for original content for social channels?
This idea of exploring new territory and pushing the envelope is what inspired the Demand Different Tour. By incorporating the message “Try Something New,” Switch encouraged construction workers, builders, and laborers to step outside of their comfort zone. Switch took Bosch to job sites across the country with a truck-sized “spin-to-win” that let workers trade in old tools and other brands and make the switch to Bosch products. But that’s not all. We also encouraged people to try something new through fun, risk-taking activities during job-site breaks like swallowing bugs, getting tattooed, competitive eating, and more. Besides functioning as engaging, experiential moments for workers, these events created social content for workers to consume on their free time.
Yet, that’s not all. We connected with some of the top Bosch accounts across the country by providing “different” escapes. A travel video series led by adventurer David Whiteman was created to capture surprise and delight moments with Bosch customers. The tour featured memorable and exciting events, including skydiving, deep sea fishing, and swimming with sharks. David and a film crew spent three weeks in each market, taking people in the construction field on adventures and letting them tell their stories in their own words.
These experiences were filmed, edited, and uploaded while on the road for social followers to follow along. Bosch followers from all over the country could see construction workers living their best life and “Try Something New” – connecting with new and existing customers through unique and “different” experiences. In the end, it was an event tour that generated content for social, and it was the social content that drove attendance at events. The events fed the content and vice versa to create a tour that truly was different for everyone involved.
Bosch Demand Different Tour
- Social Media
- Experiential Marketing
- field marketing