Bosch Home Appliances has this week launched a striking new OOH advertising campaign in Dublin to promote its VitaFresh fridge freezers, including a special build featuring a giant 3D strawberry.
The unmissable, hand-carved, 3D strawberry has been placed on the special billboard, measuring 4.5 metres in height and 2.2 metres in width. The 3D strawberry has been designed to look like a silver padlock to represent the VitaFresh technology’s ability to lock in freshness, keeping fruit and vegetables edible and nutritious for up to three times longer. The eye-catching large format special has been strategically placed on a high-profile billboard on Wexford Street, Dublin City centre
Kinetic, the global leader in activating audiences on the move, together with creative agency, Bonfire and media agency, Mediacom worked together to create the national campaign which is contextually timed for summer and will run for two weeks from 19th June.
Julia Thomas, Account Director at Bonfire Creative Intelligence said: “As we head into the summer, Bosch wanted an eye-catching campaign to highlight the power of the VitaFresh food preservation technology to automatically keep our fruit and veg at the perfect temperature to maintain its freshness for longer. The vibrant colours and 3D effect on the posters and of course the special 3D installation makes this campaign unmissable.”
To reach an additional audience, the campaign also has a strong mobile element with Kinetic and Mediacom working closely with ad2One to geo-fence the OOH sites. Leveraging location data, the target audience are served a mobile display ad for the VitaFresh range once they are in close proximity to the OOH sites.
Rachel McCloskey, Account Manager, Kinetic, said: “Kinetic is delighted to team-up with Bosch, Bonfire and Mediacom to promote the new VitaFresh range. This Bosch campaign is a perfect example of an audience-focused and insight-led media plan. Combining an innovative special build with a mobile geo-fencing element enabled us to create impact, but also target audiences on the move effectively.’’
The campaign is running nationally targeting distributors where the VitaFresh fridge freezer range is available. Traditional OOH large format, roadside billboards are also carrying the campaign. It will also include digital and social media activity throughout July.