Bosch drops the covers
Business-to-business campaigns in the packaging technology sector are often seen as a welcome addition to an agency’s portfolio that doesn’t require high creative standards. Mach Baden is making an exception for Bosch Packaging Technology.
Business-to-business campaigns are often seen as a welcome asset for
the agency balance sheet, which does not need to set high creative standards.
Mach Baden makes an exception for Bosch Packaging Technology. In the Stuttgart-based technology group Bosch
The Packaging Division takes a leading role in the Markom
Switzerland occupies a special position. As one of the few international
Bosch controls the commercial development of the company
communication for this area centrally from Switzerland. For the
global advertising presence of the Group, the Neuhausen-based
The Rhine Falls branch office. This is where the concepts and
ideas developed together with the Baden advertising agency Mach and
implemented.
The Bosch Group, a 42-billion-euro company, employs
250000 employees worldwide. The umbrella brand unites brands
such as Blaupunkt, Buderus and Rexroth, but also cooperations such as Bosch
and Siemens Household Appliances (BSH). The Packaging division
Technology pursued a rather passive approach in the past.
Communication policy. Due to the expansion strategy of the last
years, he has advanced to become the global industry leader and, in 2005
turnover of 927 million euros.
Even if the main Markom channels - personal sales,
trade fairs and advertisements - as well as the customer portfolio (including Global
players such as Nestlé, Kraft or Pfizer) than those of a typical
B-to-B marketplace, the optics of the B-to-B marketplace play an important role in this industry.
consumers are playing an increasingly important role in the shortlisting of the
Technology and system suppliers. Since awareness and familiarity are
Only build up corporate customers with an independent CI
a B-to-B advertising campaign must also stand out in its environment
and self-confidence, Mach-CD Rolf Kälin is convinced.
Away from interchangeability
Such requirements are met by most of the Markom strategies of the
industry with its technical and rational implementations for the classic
advertising media, as a glance at the trade press proves.
Images of impressive, gleaming high-end machines and lots of copy
are the rule here. Precision, performance, safety and
The focus is on the economic efficiency of the products.
You look around in vain for superordinate values. As almost
The manufacturer's logo can be interpreted as the only image element,
otherwise uniformity prevails. This formula was also used by the
plants of the Bosch Packaging Technology Group - until one year ago.
few months.
For the new appearance, the head office in Neuhausen changed the
Specifications: away from interchangeability towards the unique position of the
Bosch Packaging Technology (BPT) umbrella brand. The aim of the global
Campaign: with a uniform advertising presence all regionally good
anchored companies with their heterogeneous product portfolios
and communicate the common strategic direction.
To this end, Patrick Farinato, Manager Communication at Bosch, and the
Mach agency based on the Group's USP "broad range of expertise": The
BPT companies jointly offer packaging solutions for all industries
from pharmaceuticals and food to confectionery and cosmetics - everything
from a single source. Therefore, the diversity of the 26 manufacturers worldwide
and their products under one umbrella brand as an innovative provider in the
market and make it known. The challenge was also,
to develop a common platform that can be used by all companies.
would be accepted. Thanks to the simple advertising idea that all
packaging forms, the hurdle was overcome without any problems.
The campaign concept dramatizes the benefits across all areas
from Bosch Packaging Technology, in that the non-representable
qualities are shown just as little as the packaging itself. "We
only show the contents that are safely and securely stored by Bosch with the
statement 'Packaging you've never seen before'," says Rolf Kälin.
Aspects such as hygiene or accuracy can also be implemented much more directly.
transport. With a cognitive approach that is unusual for the industry
conflict of the illustrations, he hopes to raise awareness among decision-makers.
positively influence brand recall.
The campaign has been running since the spring in all relevant
trade journals. In terms of integrated communication, it is
The range of services is being expanded step by step via additional communication channels.
Despite the broad thematic association bracket, customized
motifs also for direct mails, posters, offer folders and even
trade fair appearances and, thanks to media printing and the
recognizable in his own style. Patrick Farinato at BPT gives himself
confidently: "We are convinced that we will be able to achieve our goals with this
campaign set a new benchmark in the industry and
trigger positive signals in the market."
Luca Aloisi
