Bosch Automotive BOSCH unfettered


Every year, in the weeks leading up to Christmas, BOSCH Spain Automotive’s brake-systems division launches a sales promotion for wholesalers based around Jamón ibérico (Iberian ham), the food product that everyone enjoys… so long as they are not vegan, that is.

To get all their key accounts on-board, the people at Bosch Automotive asked us to think of an original relationship marketing campaign, which should include a loyalty points reward program. So, we released El desenfreno de BOSCH (Bosch unfettered).

Folleto promocional

A playful and fun concept that invited everyone at big and small auto workshops to sell more brakes than ever to be able to exchange points for Iberian hams. A total party, Spanish-tapas-style.

Interior folleto promocional
Minisite promoción marketing relacional, promoció, relational marketing promotional website

The campaign revolved around a minisite, in which customers could check the status of their account, the rewards accumulated so far and exchange their remaining points for more prizes. Weekly promotions were launched via e-mail to reward those who were faster at placing orders.

QR code with pig icon, código QR con cerdito, codi QR amb porquet

The campaign was a success, but it was more challenging than expected to get customers to enter the minisite to view and redeem their points, as there was always the alternative of communicating by telephone. Therefore, the following year we came up with a new concept: QROINK, which revolved around a QR code with an iconic pig that the client could easily scan to access the new site via mobile.

Folleton con muestra de jamón ibérico, fulletó amb mostra de pernil ibèric, brochure with spanish ham sample

And to make sure of success, we used the good butcher’s strategy; we allowed our target group to taste the produce beforehand! By including vacuum-packed sample sachets of the ham sent in a mailer that used the icon that we had created as a teaser.

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