To start with its promotional activities Bosch Home Appliances Pvt Ltd. a 100% subsidiary of Bosch and Siemens Home Appliances Group (BSH),kick started with an innovative OOH campaign to showcase their new range of washing machines. BOSCH is known to look and treat its machines completely differently. This thought was also sought in its outdoor communication with the help of Brandscope India.
Brandscope came up with a novel idea of presenting the washing machine as a well cared for possession which is forth flaunting and hence installed a life size machine on the conveyor belt at the Hyderabad airport. The surprise element of watching a washing machine, carefully gift wrapped moving along with passenger baggage on the conveyor belt was well received and appreciated. In order to convey the fact that they have now arrived in India Bosch Home Appliances was looking at creating innovative outdoor possibilities that thus far did not exist, or even if they did, had not yet been explored. The challenge was to create the right impact and also denote the concept of the brands arrival in India in a unique and stylized manner, and what better place to do it than at airport arrivals.
Speaking on this opportunity on working with Bosch Home Appliances Fabian Cowan, Business head Brandscope India said, “It was indeed a pleasure to have been presented with an opportunity to be associated with Bosch Home appliances to execute their outdoor campaign. Our continuous belief in striving to create unique opportunities in the OOH space and ability to think beyond the billboard resulted in this well crafted solution. An approach this different was a challenge to execute, nevertheless it was an exciting one. At Brandscope we believe the brands script and its story should lead the media choice and execution and we found Bosch Home Appliances to be an ideal partner in this belief.”
Further commenting on this campaign, Haresh Nayak, Managing Director Posterscope India added, “We believe this to be a defining and welcome departure from the otherwise seemingly common approach of mall activation and mundane customer connect opportunities through kiosks etc. This activity added the extra bit that a brand always looks forward to in the out of home space.”
As part of the Posterscope group Brandscope has continued to attract clients that believe in this approach. Recent associations with Finnair, Nissan Teana, Standard Chartered Debit Cards, Killer Jeans, India Bulls, Bianca Home décor, Tilak Industries, Euro Kids, Time Technoplast and now Rustomjee have contributed to this belief of Brandscope.