The ambitious and creative marketing campaign for Bosch’s line of ICON Wiper Blades was recognized as one of the most effective marketing programs of the past year.
It earned a silver award in the Automotive Products and Services category at the 44th annual Effie Awards held in New York recently.
The campaign, entitled “How Storm Chasers Clear the Way,” was created by advertising agency Team Detroit and featured Bosch ICON Wiper Blades clearing the way for storm chaser Reed Timmer of The Discovery Channel’s television series Storm Chasers.
The comprehensive, 360-degree multimedia marketing campaign included television commercials, video webisodes, online ads, and a dedicated microsite (www.Boschcleartheway.com), as well as support materials and P.O.P. displays. All featured Timmer’s massive armored tornado-chasing vehicle, the Dominator, outfitted with six Bosch ICON Wiper Blades on its double windshield. The campaign was supported with messaging issued via Facebook, Twitter, and YouTube.
In the television series, the Dominator is driven into some of the most violent weather conditions imaginable, and visibility is made possible by the most effective and durable wiper blades in the industry – the very same Bosch ICON Wiper Blades that are available to motorists at auto parts stores and auto repair shops.
According to Pam Krebs, director of advertising and sales promotion for Bosch, the Effies celebrate the best in marketing creativity and effectiveness.
“It’s especially gratifying to receive such a prestigious award in recognition of our Bosch branding work, and we’re honored to be numbered in the company of some of the most elite marketers in the world,” she said.