Bosch Winning line campaign

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Integrated multi-channel promotional marketing campaign for The Winning Line range of Bosch home appliances.


Bosch Winning Line campaign generated 21,500% increase in Facebook 'likes'.

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Bonfire won a competitive pitch in early 2012 and was appointed as the UK agency by Bosch to create an integrated multi-channel campaign to launch a range of products aimed at showcasing some of the best Bosch innovations in home appliances that saved energy, water, time, the environment and consumers’ money. Our winning idea was ‘The Winning Line’, a concept that embraced the patriotic and sporting excitement of 2012.

Unaided brand awareness had risen from 31% in 2010 to 42% in 2011. Our challenge for 2012 was to increase that still further, increase sales of Bosch appliances, increase awareness of Bosch as a technologically advanced and market leading brand and build a vibrant online Bosch community through social media channels.

As well as adhering to the Bosch brand guidelines issued by the Munich Head Office, we also had to be mindful that our theme did not mislead the general public to assume the brand was an Olympic sponsor.

By developing a series of flexible graphical devices, we were able to evolve the creative across multiple channels. The library of icons we developed were associated with Bosch Winning Line product features, Bosch brand values, winning and the spirit of human endeavour. As well as communicating sporting achievements, the creative demonstrated other benefits of The Winning Line range through more intelligent use of energy and resources, preserving the environment and saving consumers energy, time and money.

The campaign increased Bosch’s Facebook community from under 200 to over 43,000.

A consistent creative that was implemented across all mediums with clean, simple executions and clear messaging managed to push the guidelines without breaking them. By highlighting key product benefits and features through a small range of products, we were able to raise awareness of Bosch and begin to move perception of the brand away from ‘expensive luxury’ to more ‘household necessity’.

The Winning Line range of products consisted of six models (washing machine, dishwasher, fridge freezer, tumble dryer, induction hob and oven) that brought the most innovative technological product feature at the lowest possible price point in Bosch’s Classixx, Exxcel or Logixx range. The campaign successfully launched the new range to consumers and drove significant sales uplift across a number of appliance models. Unprompted brand awareness for Bosch increased from an average of 42% in 2011 to 44% by the end of December 2012*. The Winning Line campaign also helped generate over 100,000 visits to the product range microsite ( and increased Bosch’s Facebook community from under 200 likes at the start of the year to over 43,000 by the end.

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The response on social media was incredible, which was the primary objective of The Winning Line campaign. However we were also amazed by the sales response – especially the performance of The Winning Line tumble dryer and dishwasher which far exceeded our forecasts. The Winning Line captured the hearts and minds of the Great British public during a monumental year of sporting history and national celebration. 

Brand Manager, Bosch Home Appliances
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The Winning Line campaign was the first fully integrated campaign for Bosch Home Appliances UK.

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Sales for Bosch Winning Line appliances far exceeded original forecasts.

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