Problem

Brand of household appliances Bosch has been present in all the markets of South Eastern Europe. Brand's position varies from country to country, as well as purchasing habits. A new generation of Bosch's embedded appliances was launched to these markets during the downturn of more expensive purchases. Therefore, how to address the various customer segments with the global campaign, conceived before the recession?

Solution

Bosch adjusts the basic idea of communication to each market separately. Because they had to create an effective communication strategy for the Slovenian, Croatian and Serbian market they selected to hire agency Imelda Ogilvy. We adapted the given global creative concept for all these markets and upgraded it with new creative headline, text, and a set of BTL materials. We wanted to address different target groups, including men, and therefore, in a series of ads to offer an answer to the question, why are Bosch built in appliances an excellent solution that is worth of a major investment.