Bosch and The Sun team up for Rugby World Cup partnership

We are so excited for the launch of Bosch’s new promotion today.

Our client challenged us to target men aged 30+ across September, October and November with the message that their new Syneon chip, which powers the green power tool range, delivers Optimum Power and Maximum Endurance. We identified that the Rugby World Cup (RWC) tied in perfectly with both the timing and theme of the campaign and set to work on building a campaign around the tournament.

The centrepiece of the campaign is a partnership with The Sun, with their audience matching perfectly with the men Bosch are looking to speak to, delivering us over 2.6 million male readers every day in the paper alone. We are running a column after each of the 24 match days, analysing the biggest performances on the pitch the day before. We also took over The Sun’s RWC tournament preview guide, with Bosch ads running throughout and the entire pull-out taking on the classic Bosch red & green colour scheme.

To add a bit of fun on top to the core media campaign, we worked with top England players Toby Flood & Nick Kennedy to create the Bosch Optimum Performance Challenge. We set them a series of six skill and power based challenges in the gym and out on the playing field to see who would come out on top, the silky skills of a fly half, or the brute power of a 6’8” second row forward. The content will all live on during the tournament, and will be promoted in the paper with our daily insertions. We are also working with the likes of Rugby Dump and Sport Bible on Facebook.

Beyond the partnership, the rugby targeting continues on TV, with a series of 30” spots planned around key RWC games, starting with France v Italy on Saturday and with digital activity targeting rugby fans across key rugby, sport and male focused sites with a 10 week campaign.



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