Athlet launch campaign

Bonfire were briefed to create an engaging and high impact campaign for the launch of Bosch’s first cordless, upright vacuum cleaner in the UK.

Our challenge, in partnership with MediaCom, was to maximise awareness of Athlet in a crowded UK marketplace and communicate its superior benefits over traditional vacuum cleaners in a high visibility, integrated campaign.

We optimised the Pan-European Tiger campaign for the UK market, drawing inspiration from the Athlet’s agility and flexibility, creating an overarching campaign theme of ‘Agility on all floors’. This core message was consistently applied and optimised across all channels including our UK TV edit, out of home, instore and social media.

Since launch click-through rates (CTR) across all current live digital platforms are exceeding UK industry benchmarks, ATL activity is raising awareness and the campaign is well on the way to hitting Bosch’s launch target of incremental sales in year one.