Bosch Drives Feeling in New Sensory Campaign for ICON Beam Windshield Wiper Blades

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Bosch Automotive Aftermarket North America will launch a new sensory campaign for its ICON beam windshield wiper blades on December 26, 2017. The new campaign will highlight the chaos and stress that occurs when driving in extreme weather, paired with the sense of calm and confidence once certainty is restored. The campaign is a first for the category, which is mostly focused on promoting product features.

“Our goal was to create a memorable feeling, with relatable experiences,” said Jean-Philippe Persico, Manager, Digital Innovation & Strategy, Bosch Automotive Aftermarket North America. “We find that people aren’t thinking about their windshield wipers until they’re malfunctioning, and too often that hits during extreme weather conditions.”

Bosch partnered with agency Bailey Lauerman to bring the idea to life with a :30 TV spot entitled, “Calm in the storm,” scheduled to be played during key college football bowl games including the Cactus Bowl on 12/26, the Valero Alamo Bowl on 12/28 and the AutoZone Liberty Bowl on 12/30.

Geo- and weather-targeted radio and digital campaigns will supplement the TV spots, helping highlight the ICON beam windshield wiper blade during adverse weather nationwide.

The :30 TV spot can be viewed here as well as on select broadcast programs and live sporting events over the course of the 6-week campaign.

About Bosch The Automotive Aftermarket division (AA) provides the aftermarket and repair shops worldwide with a complete range of diagnostic and repair shop equipment and a wide range of spare parts – from new and exchange parts to repair solutions – for passenger cars and commercial vehicles. Its product portfolio includes products made as Bosch original equipment, as well as aftermarket products and services developed and manufac­tured in-house. More than 18,000 associates in 150 countries, as well as a global logistics network, ensure that some 650,000 different spare parts reach customers quickly and on time. In its “Automotive Service Solutions” operations, AA supplies testing and repair-shop technology, diagnostic software, service training, and information services. In addition, the division is responsible for the “Bosch Service” repair-shop franchise, one of the world’s largest independent chains of repair-shops, with some 17,000 workshops. In addition, AA is responsible for more than 1,000 “AutoCrew” partners.

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Having established a regional presence in 1906 in North America, the Bosch Group employs nearly 32,800 associates in more than 100 locations, as of December 31, 2016. In 2016 Bosch generated consolidated sales of $13.7 billion in the U.S., Canada and Mexico. For more information, visit, and

The Bosch Group is a leading global supplier of technology and services. The company employs roughly 390,000 associates worldwide (as of December 31, 2016) and generated sales of 73.1 billion euros ($80.9 billion) in 2016. Its operations are divided into four business sectors: Mobility Solutions, Industrial Technology, Consumer Goods, and Energy and Building Technology. As a leading IoT company, Bosch offers innovative solutions for smart homes, smart cities, connected mobility, and connected industry. It uses its expertise in sensor technology, software, and services, as well as its own IoT cloud, to offer its customers connected, cross-domain solutions from a single source. The Bosch Group’s strategic objective is to create solutions for a connected life, and to improve quality of life worldwide with products and services that are innovative and spark enthusiasm. In short, Bosch creates technology that is “Invented for life.” The Bosch Group comprises Robert Bosch GmbH and its roughly 440 subsidiaries and regional companies in some 60 countries. Including sales and service partners, Bosch’s global manufacturing, engineering, and sales network covers nearly every country in the world. The basis for the company’s future growth is its innovative strength. At 120 locations across the globe, Bosch employs 59,000 associates in research and development.

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