BOSCH ACCESSORIES
3 DISTINCT RANGES
“Always the Right Choice”
Art Direction Lead | Concept Development | Supervision & Coordination | Campaign Management
The global launch of the Expert Accessory Range marked the beginning of Bosch Professional Accessories' upselling strategy. With over 40.000 stock keeping units (SKUs) in its portfolio, there was previously no class distinction or performance classification available to the public. Additionally, all products were packaged in light grey and white boxes, with no presence of the brand’s signature Bosch Blue. Both online and offline, the products were anonymous and didn't stand out, leading to confusion among users about which product was best suited for specific tasks.
It was time for a rebranding and market repositioning. It was time for the best user-centric marketing communication possible. It was time to make the user journey clear and convert it into revenues.
The entire portfolio was divided into three distinct ranges. The first and top-tier range, EXPERT, comprises approximately 10.000 SKUs. This best-in-class range is designed to handle the most demanding and toughest applications, ensuring success in every task.
Campaign Video
Make it Clear
With all of that in mind, I approached the campaign in an unconventional way from the corporate perspective. Understanding what Bosch stands for, and knowing our target audience's affinity for a bold, rough, and masculine approach, I wanted to think outside the box and play with a few clichés that symbolise toughness, manliness, and brotherhood—the Expert brotherhood.
The following assets has been used during the first awareness phase. These were designed to build anticipation and create a strong connection with our audience, setting the stage for the successful launch of the Expert Accessory Range.
Online Promo
Online Banners
BASIC CONTENTS
Starting from Scratch
Let’s take one step back and start at the beginning of this journey.
Bosch Professional Accessories takes basic content production very seriously. This means that each of the 10.000 SKUs needs specific assets to be promoted and sold in the market. These assets include product design, product pictures, product application videos, and product application pictures.
To achieve this, all existing material in the database needed to be reworked and reshaped, or like in most of the cases redesigned from scratch. Additionally, the Bosch Blue colour and the Expert signet needed to be embedded wherever possible in all the packaged and unpackaged products.
Product Design
Thanks to marketing research, the packaging layout was selected. Now it was time to transform the unpackaged products. The rules were simple: make them as blue as possible and add the Expert signet. Sometimes the process was smooth; other times, there were technical limitations. However, the result was astonishing. The products now stand out on the shelves, making it easier for users to identify them.
Product Picture Production
Once the packaging and the product design were confirmed, I, along with the team, managed the production of product pictures. This massive project involved modifying each of the 10.000 SKUs using Photoshop, creating 3D models, or photographing them with the new branding. Each SKU required at least four pictures, resulting in a total production of more than 40.000 images.
Application Video
The next step was to ensure that each main category of products had an application video to help users understand why choosing an Expert product offers a significant advantage.
The Expert range provides seven clear benefits, such as Long Life, Speed, and Dust Reduction. Each benefit is the star of its respective communication, accompanied by a numerical claim that quantifies how much better the Expert product performs compared to other Bosch Professional Accessory products.
Each video follows a consistent structure: a problem/solution format where the benefit is clearly demonstrated. This includes a side-by-side application comparison and a 3D animation to highlight the superior performance of the Expert product.
It was paramount that the settings were extremely realistic and authentic, allowing users to see themselves using the products.
I was involved from the concept to the postproduction. The project resulted in 150 bespoke application videos in 41 languages.
Application Picture
However, the mass video shooting also included application pictures. The same users featured in the videos were photographed while working with the accessories.
For each video, there were at least six application pictures, resulting in a total production of more than 1.200 photos.
The Campaign
User-Centricity
Finally, it was time to communicate directly with the users. After grabbing their attention with the hardliner commercial, I shifted to a more straightforward approach. It was essential not only to inform users about the Bosch Expert Accessory Range but also to clarify why it represents the top performance class.
As with the application videos, the focus remained on the product’s benefits and numerical claims, especially during the conversion phase of the campaign. This ensured that users clearly understood the advantages of the Expert range and how it outperforms other products.
The extensive array of assets covered all Bosch touch-points and met the needs of both online and offline dealers. This included points of sale, websites, social media, GDN activities, native ads, TV commercials, printed and web promotions, catalogues, brochures, and more.
Explainer Video
Hero Photos
Nine Expert products were chosen as heroes to represent the range. This required a dedicated photo shoot that was more glamorous and polished compared to the application pictures, while still maintaining realism and authenticity.
These high-quality images became the foundation for developing additional communication materials, both online and offline.
Visuals
Experts Test Expert
An important part of the communication was this new format: a project featuring more than 20 episodes where real users are interviewed about what they find interesting in specific Expert products.
The series, called “Experts Test Expert,” aimed to give our users a platform to explain why they chose an Expert product as their day-to-day companion.
Drawing inspiration from the past storytelling campaign “Why I Work,” I revamped the concept by removing the emotional angle and focusing instead on delivering bold, authentic statements directly from the users. To add a bit more flair, I incorporated bold graphics to make the content more engaging and dynamic.
Online Banners
Product Animation
