Bosch Power Tools
campaign “One system. Unlimited possibilities.”
One system. Unlimited possibilities. The Bosch Professional 18V System.
Professional craftspeople need many tools. But very few buy all the tools at once. Most of them build up an individual pool of tools over the years. As a result, a standard craftsman’s toolbox contains tools from a wide variety of manufacturers. The already heavy cases become even more voluminous due to the required manufacturer’s own accessories. In addition, toolboxes from different brands are not compatible with each other, wear parts cannot be purchased centrally, and the paperwork in the event of a service or warranty claim gets out of hand. So our goal had to be to demonstrate the advantages of our system solution to the professionals.
Ordinary buying behavior tends to be demand-driven. For example, if a new cordless screwdriver is needed, people are receptive to relevant advertising. In the case of a system solution, however, you can’t argue with classic purchase incentives. Instead, one sells a promise for the future. The two-pronged strategy in this case must be: Those who already have Bosch Professional 18V tools in their product range should add more tools from this manufacturer to their portfolio if necessary. Those who have so far relied on tools from other manufacturers must be convinced to rely on our system solution in the future – in order to stay with it from then on.
We embed a core idea in the minds of our target group: Once Bosch, always Bosch. Or, in clam-like terms: “One system. Unlimited possibilities.” Since this is not about quick sales, this central idea should be learned for the future. The best way to do that is through repetition. So we penetrate the market with the five USPs that speak for the Professional 18V System: Compatibility, leading battery technology, broad product portfolio, extended warranty and easy mobility. The campaign was rolled out via online banners, social media posts, radio spots and a film that finds itself among its peers at halftime of the Champions League. The next time you want to replace an angle grinder, you don’t have to think twice: One system. Unlimited possibilities. The Bosch Professional 18V System.