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Integrated branding campaign for Bosch Spark Plugs

Team Detroit has launched a built-in branding campaign for Bosch Spark Plugs. The brand new campaign captures the eye of automotive enthusiasts who understand the hard work and excitement of tuning their vehicles for optimal performance. The campaign idea, “Light ‘Em Up,” is anchored with an all new microsite, lightemup.com, and featured in many different media, including print, digital and inside a new iPhone application.

“Bosch is seeking to make an emotional connection with customers and put energy behind the brand at retail, something our team was willing to aid with,” said Greg Braun, executive creative director of Team Detroit. “The Light ‘Em Up idea also allowed us to leverage Bosch’s partnership with Hendrick Motorsports somehow they’ve never done before.”

The hub of the campaign is a new microsite featuring, one-on-one interviews with Hendrick Motorsports drivers and team members, the latest Bosch Dyno iPhone app, consumer-generated content, spark plug product details, shop locator and promotional offers. Fully integrated print and online banner ad campaigns, including rich media, site skins along with other custom units, direct consumers for the lightemup.com microsite.

“The Bosch Light ‘Em Up Dyno iPhone app can be an exciting component of the campaign and gives users the latest way to interact with the Bosch brand,” said Brad Audet, executive vice president and managing director of Team Detroit.

“The app turns your iPhone into a dynamometer, measuring your -60 time, quarter mile, lateral G’s and horsepower. Users can then share results, or bragging rights, with friends via Facebook and Twitter.”

Two versions of the Light ‘Em Up Dyno application can be purchased in the iTunes Store, a free of charge version along with a full version for $4.99, both of that exist for iPhone, iPod Touch and iPad. Purchasing the $4.99 version of the app also unlocks a $4.99 mail-in rebate from Bosch.

“We needed strong strategic thinking and a solid campaign idea to support our spark plug business, which is exactly what Team Detroit delivered,” said Pam Krebs, Director of Advertising and Sales Promotion, Automotive Aftermarket at Bosch. “Putting Bosch spark plugs into the hands of consumers is what Light ‘Em Up is dependant on, and that’s reflected in every piece of the campaign. We couldn’t be happier with the outcome.”

The multimillion-dollar national advertising campaign launched in April and will run through the fall.

§ 3rd May, 2010 § Trackback §
Tags : bosch car, bosch car service, bosch dishwasher, bosch kts, bosch microwaves, bosch spark plugs, bosch tools, movie theater advertising, movie theatre advertising, video advertising §
Cats : Auto §