Bosch’s DIY range of power tools was seen as being overly expensive by a target market that had no real emotional connection with the brand.
A multi-channel campaign appealing to the passionate DIYer that light-heartedly highlighted the improved results you could obtain with Bosch’s premium power tools. The campaign included the first ever locally produced TVC for this division of Bosch.
The campaign proved a big success, staying faithful to Bosch’s heritage while helping bring a slightly more Aussie, down-to-earth touch to the German brand.
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