• by Tanya Gazdik , January 16, 2020

Bosch Automotive Aftermarket is celebrating the people who go out and experience life’s important moments, whatever the weather, thanks in part to high-performance windshield wipers that get them there safely.

The campaign, called “No Rain Checks,” was created by Bailey Lauerman. A 30-second TV spot will run during the NHL season and on LaLiga, Ligue1 and Copa Del Ray soccer games. In addition to national broadcast, campaign placements include radio, digital and social.

The effort is part of a shift toward lifestyle messaging, as opposed to the product features focus the market leans into, and is targeted to an expanded audience outside typical automotive enthusiasts, says Jean-Philippe Persico, director, strategy and marketing communications, Bosch.

“We believe this category has underserved female shoppers, who have the same needs as male drivers,” Persico tells Marketing Daily. “Gender is but one part of our targeting strategy, which includes behavioral data and weather triggers to reach customers when they need our product most.”

The team that helped create the commercial includes a female director (Rafaela Carvalho), editor (Fernanda Cardoso) and sound engineer (Karen Quale), he adds. The media buy aims to reach drivers who seek safety and quality in their automotive products. 

“With new technology and media platforms, we built a media mix that supports our retail partners and reaches legacy and emerging customers,” Persico says.