Brandscope belts out Bosch washing machines

As part of its new campaign, the home appliance company has put up life-sized washing machines on conveyor belts at certain airports.

In a bid to publicise its arrival in India, and talk about the launch of its washing machine, the Germany-based Bosch Home Appliances recently kick-started an innovative outdoor campaign to create buzz among consumers.

As part of the on-going campaign, which started earlier this month, the home appliance company has put up a life-sized washing machine on the conveyor belt at the Hyderabad and Delhi airports. The machine is carefully gift-wrapped, and moves along with other passenger baggage on the conveyor belt.

In addition to this, the company has also put up numerous hoardings of various sizes (such as 40 ft X 20 ft, and 20 ft X 20 ft). These are spread across 35 cities, with creatives like 'We look at our machines as most of the world look at their children: We are Germans, we are mad about machines', or, 'Nothing leaves our factory until it is 100 per cent: We are Germans, we are mad about machines'. Set against a white backdrop, a picture of the washing machine is carried with the red Bosch logo, along with the copy.

The campaign was designed and executed by Brandscope, a division of Posterscope.

Talking about the core thought behind the activity, Haresh Nayak, managing director, Posterscope, says, "We were asked to design a campaign, which will herald Bosch's arrival in India, and in addition, the launch of its washing machine." The activity is targeted at SEC A premium customers.

Nayak says, "With the help of our research arm, we identified areas like airports, premier buildings, and roads frequented by premier consumers in the cities."

He adds, "We used the airport conveyor belt to convey the message as anyone who comes into the country arrives at the airport first."

Talking about the challenges, Nayak says, "The company is obsessed with its machines and their looks, and treats them differently. While designing the creative, we kept that in mind. From the execution point of view, we had to ensure a smooth test run before we launched the activity. We spoke to the airport authorities, to allow us to put up the creatives."

Bosch Home Appliances is a 100 per cent subsidiary of Bosch and Siemens Home Appliances Group (BSH), which was launched in India a couple of months back.