Young tradies asked to ‘harden the Bosch up’ in new ad campaign via Marmalade, Melbourne

Power tool distributor, Bosch has launched a cheeky new advertising campaign titled ‘Harden the Bosch up’ via agency Marmalade, Melbourne.

Incorporating a mix of online, radio, press and point-of-sale, the ‘Harden the Bosch up’ campaign has conveniently launched just in time for Footy finals and Father’s Day.

PLAY THE RADIO SPOT: BOSCH-RADIO-SPOT.mp3

Engaging with today’s younger tradie, the campaign aims to build upon the Bosch Blue ‘tough’ credentials by appealing to their target’s lifestyle and offering consumers the chance to win a Yamaha Quad bike with any Bosch Blue purchase.

Says Richard White, senior brand manager for Bosch: “Bosch Blue has a unique positioning that allows us to be a little playful. The important fact that we wanted to get across in this campaign is that we understand our audience and their lifestyle. We know that a tradie’s tools pay for his toys – and we want our tradies to know that Bosch Blue is the only brand that can keep up.”

Adds Marmalade’s Lisa Gumbleton: “We really wanted to demonstrate how Bosch fits in with their high-energy lifestyle and we think this works well not only through the consumer promotion, but as the beginning of a longer journey to connect with younger tradies”.

Marmalade won the Bosch Blue power tools account in Australia and New Zealand after a successful competitive pitch earlier this year. The campaign is the beginning of an overall Bosch Blue brand reposition and ‘Harden the Bosch up’ is the first platform for the new positioning.