CLIENT
Bosch Automotive Aftermarket
Allison Fishman, Director, Customer Communication and Digital Strategy
Scott Sullivan, Sr. Marketing Communications Specialist, Team Lead
Paul D'Cruz, VP, Sales and Marketing
Thu Teesdale, Director of Product Marketing
Christine Hutchinson, Senior Product Manager
AGENCY
Greg Andersen, CEO/Head of Strategy
Carter Weitz, CCO
Aaron Jarosh, Creative Director
Joey Googe, ACD/Copywriter
Dave Thornhill, CD/Art Director
Megan Storm, Head of Media
Sally Mars, Producer
Cara Oldenhuis, Senior Account Executive
Kaci Waugh, Social Coordinator
JJ Valera, Strategy Director
Alfredo Lang, Account Director
Riff Raff Films
Humans (Thom Whitaker and Danielle Outhwaite Noël), Directors
SUMMARY
Priced above the category, outspent by competitors, and sold only through select auto parts retailers, Bosch wiper blades were losing market share to lower-priced brands like Rain-X that employed a 10x media budget and were sold through mass retailers.
To gain back share, we needed to differentiate Bosch as the category’s innovation leader to justify their premium price and a special trip to an automotive retailer.
During the campaign timeframe, Bosch’s premium beam unit market share increased 6.4 percentage points, well beyond the 2.4 benchmark.
