Bosch’s marketing campaign for its premium line of ICON Wiper Blades was recognized as one of the most effective marketing programs of the past year at the 44th annual Effie Awards presentations in New York City in May. 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 communications 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.
Bosch earned a Silver Effie award in the Automotive Products and Services category, which was accepted jointly by Bosch and Team Detroit at the awards gala. Those competing for Effie awards included some of the largest and best-known retail brands in the country, including companies such as General Motors, Chrysler and Porsche, as well as IBM, American Express, Kellogg’s, Walmart, and Federal Express.