Auto Service World
News   July 2, 2010   by CARS Magazine

Bosch kicks off campaign for DistancePlus oil filters

Bosch has kicked off an aggressive multimedia consumer promotional campaign to introduce the new high-efficien...


Bosch has kicked off an aggressive multimedia consumer promotional campaign to introduce the new high-efficiency, high-capacity Bosch DistancePlus oil filters. The DistancePlus marketing campaign, which runs through October, includes print and online ads, online banners, and a money-saving gift card offer. The nationwide Bosch marketing effort is designed to garner more than 70 million impressions among do-it-yourselfers (DIYers) and do-it-for me (DIFM) motorists.

Ramon Nuñez, Director of Filtration for Robert Bosch says, “In the next few months many families around the country will be loading up their vehicles and driving off to distant vacation destinations. There will also be lots of daily outings to nearby community pools, parks and playgrounds. Put the two together and one can log thousands of miles in one’s vehicle over a short period of time. Our new ad campaign is especially timely in that it introduces drivers to the fact that their vehicles will be in better shape to go the distance with Bosch DistancePlus oil filters. DistancePlus is the only automotive oil filter to be 99.9 percent efficient in capturing dirt and it also holds more than three times the contaminants than economy filters do.”

The media buy for the DistancePlus ad campaign especially targets auto enthusiasts and do-it-yourselfers who strive for optimal vehicle performance and prefer to maintain their vehicles themselves. Nuñez says the DistancePlus ads will appear in print and online magazines like Road & Track, Popular Science and Popular Mechanics magazines. Banner ads will appear on Web sites like Autoweek.com, Automobile.com, TruckTrend.com and 4wdandsportutility.com.

In a corresponding ad campaign appearing in the print and online aftermarket trade media, Bosch is introducing DistancePlus oil filters to counter personnel at auto parts stores and service writers and technicians at automotive service centers and repair shops.

To encourage consumer purchases of DistancePlus oil filters at automotive retail stores, Bosch is offering a $5 gift card to The Home Depot with the purchase of any one Bosch DistancePlus oil filter. Rebate forms are available at participating retailers and online at www.boschautoparts.com (limit 2 rebate forms per household; no dollar limit).

Additionally, for those not opting for DistancePlus, Bosch is promoting their line of Bosch Premium oil filters with a two-pronged consumer rebate program that offers a $5 rebate with the purchase of any two Bosch Premium oil filters, or a $2 rebate with the purchase of any one Bosch Premium oil filter. Rebate forms are available at participating retailers and online at www.boschautoparts.com (limit 2 rebate forms per household; no dollar limit).


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