Bosch wiper blade ad campaign promotes 88 feet safety message

“The new thought-provoking “88 Feet” concept used in this campaign, highlights our safety message and creates just the right setting in which to communicate to consumers the importance of having a high quality wiper blade like the new Bosch ICON with its patented ClearMax 365 technology,” said Tony Pauly, Director of Advertising and Brand Management for Robert Bosch LLC, Automotive Aftermarket.

 “Furthermore, as the new spokesperson for Bosch ICON with ClearMax 365™, Jim Cantore, meteorologist for The Weather Channel, will bring a fresh perspective to storm preparedness and inspire trust among consumers with his expertise and relaxed style,” Pauly said.

Elements of the new campaign include:

• The new 30-second TV spot airing on top-rated national cable TV networks

• A national radio schedule supported by weather and traffic sponsorships to drive consumers to retail locations with a combination of pre-recorded spots and live reads

• Strategic regional TV and radio in key markets to supplement national media

• A digital mobile campaign in support of retail promotions

• Social media engagement and targeting

• In-store point-of-sale promotional materials

ClearMax 365 is a synthetic rubber compound bonded both physically and chemically with a polymer powder coating. This innovative, patented technology from Bosch helps the new ICON provide consistent, streak-free visibility all year around and resists damage due to external contaminants, road debris such as salt and grime, as well as chemicals and waxes.

According to Pauly, the beam construction and patented rubber technology of new Bosch ICON with ClearMax 365 deliver up to 40 percent longer life compared to other premium beam blades. Its exclusive tension spring arcing technology creates a fit that is custom-contoured to the curvature of each side of the windshield – driver’s side and passenger’s side. ICON hugs the windshield in strong winds and heavy precipitation, and its one-step connection system makes it simple to install.

Packaging for the new Bosch ICON Wiper Blade with ClearMax 365 has been redesigned to communicate the new and distinctive features, and engage consumers at retail. Enhancements include the eye-catching ClearMax 365 shield, the use of embossing and foiling techniques to convey the blade’s premium look and feel, and vibrant blue, extreme weather imagery to infuse emotional appeal.

“We expect that this engaging new campaign will drive traffic to ICON retailers and create a new awareness among consumers of the premium features of Bosch ICON with ClearMax 365, making it their top choice,” Pauly said. 

For further details on the Bosch portfolio of wiper blades, visit: http://www.boschautoparts.com/wiper-blades.

Subscribe to Aftermarket Business World and receive articles like this every month….absolutely free. Click here.