At the global level, Bosch is very well known in the tools market but in North America, the brand struggled to find ownable space in the category and needed to find a better way to communicate the brand positioning of “simplification” and “well-being” to the North American consumer.

Our assessment of their brand tracking study, along with our own research in the category, helped identify that Health (or well-being of the worker) was a brand strength based on how the tools were designed and how easy they were to operate. That led us to the word ergonomics as a space Bosch could uniquely own, which is equal parts user benefit and design philosophy. So the brand strategy was defined as designed for the worker, not just the work—which matched their brand attributes of clever, big-hearted and masterful.

A worker relies on his tools meet his needs when it matters most.

First we see him using a hammer drill on an exterior wall…100 stories up. Next we see the worker frantically assembling a wrestling cage with a 2-in-1 impact wrench and driver, tightening the last bolt right as a wrestler slams into the bars.

Finally, we find the worker in a metal shed in the woods grinding steel. Just then, a large bear appears to the front door, giving the worker seemingly no escape. The worker very quickly changes his grinding blade to a cutting blade. He cuts a hole through the shed’s back wall and escapes, leaving the bear left in the shed. Proving whether it’s comfort, speed, power or ease of use, these tools provide the qualities hard workers deserve.

The campaign just launched in August and was covered by The Drum, 4A’s SmartBrief, Little Black Book and Muse. So far we have seen strong lifts in organic search and website traffic is up 70% YOY. We will receive a full performance report later this month.