A decision in 2017 to incorporate an Out of Home strategy into its marketing mix has helped protect appliance manufacturer Bosch’s brand recognition through the COVID-19 pandemic.
Bosch has benefitted from outstanding brand recognition growth, both aided and unaided, since incorporating Out of Home into the media mix. Taking a long-term approach to its advertising strategy, Bosch has seen an increase of 7% in unaided and 4% in aided brand awareness over the course of the campaign.
Jess Deuscher, Senior Brand and Communications Manager at Bosch, said that the decision to bring Out of Home into the mix came largely from looking at iconic triggers for buying behaviour, and the role that mass advertising has in influencing this.
“The growth we’ve seen over the years, particularly in unaided brand recognition, is nothing short of incredible. We’re extremely proud of the brand equity we’ve managed to build, and we believe that the support from oOh! has been an important reason why we’re weathering the turmoil through the pandemic.
“Although the market slowed due to COVID-19, Bosch’s sales have remained stable today, which is a testament to the strategy we’ve implemented.”
Bosch’s strong brand presence over the last three years has been directly related to its Out of Home buying strategy, which included a mix of some of the most iconic sites across major arterial roads along the eastern seaboard and key placements close to retail partners. The long-term brand awareness strategy increased Bosch’s brand perception to the point it is now considered a household name in the whitegoods sector.
Ms Deuscher added that there were many benefits that came with Bosch’s Out of Home activity.
“We decided to include some industry award logos in our large-scale billboard ads exclusively, and it’s been reassuring to see customers come into store specifically asking for those award-winning products as a result.
“It’s also helped our channel relationships, with a number of retail channel partners commenting that they love seeing the support in the form of billboards near their stores to help drive sales,” she said.
Tim Murphy, Chief Sales Officer at oOh!media, said that Bosch’s commitment and belief in the long-term benefits of Out Of Home advertising was a strong factor in the campaign’s success.
“When you have a brand that is willing to have a sustained presence on premium Out of Home assets, it allows our team to deliver incredibly smart location and audience targeting strategies using oOh!’s proprietary datasets and tools, such as SmartReach.
“The results really speak for themselves, not only for brand awareness, but also the many other metrics that marketing teams are measuring themselves on.”
“We look forward to continuing to do great work with Bosch as audiences return to normal post-pandemic.”
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]
Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]
Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]
According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]
Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]
Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]
Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]
The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]