Robert Bosch LLC announced it has renewed its partnership with Jim Cantore, meteorologist for The Weather Channel, to deliver the Bosch “88 Feet” wiper blade safety message, featuring the premium Bosch ICON Wiper Blade with ClearMax 365.
Scheduled to run from the fourth quarter of 2015 through the first quarter of 2016, the integrated campaign underscores the critical importance of visibility to safe driving and is based on the fact that if drivers can’t see clearly for one second while driving at 60 mph, then they can’t see clearly for 88 feet, and a lot can happen in 88 feet.
“The thought-provoking ‘88 Feet’ message of this campaign highlights our focus on driving safety and sets the stage for communicating to consumers the importance of using a high-quality wiper blade like Bosch ICON with its patented ClearMax 365 technology,” said Tony Pauly, director of advertising and brand management, Robert Bosch LLC, Automotive Aftermarket North America.
“In the first year of this campaign, Jim established a trusted association with storm preparedness among motorists. His expertise and relaxed style seem to resonate with consumers,” said Pauly.
Elements of the campaign include:
• A 30-second TV spot airing on top-rated national cable TV networks
• A national radio schedule supported by weather and traffic sponsorships utilizing pre-recorded spots and live reads to drive consumers to retail locations
• A digital mobile campaign in support of retail promotions
• Social media engagement and targeting
• In-store point-of-sale promotional materials
ClearMax 365 is a patented technology that both physically and chemically bonds a synthetic rubber compound wiping edge and a polymer powder coating. The result is an improved Bosch ICON that provides consistent, streak-free visibility in all types of weather and better resists damage due to temperature extremes, external contaminants, road debris such as salt and grime, as well as chemicals and waxes.
According to Pauly, the beam construction and patented rubber technology of Bosch ICON with ClearMax 365 deliver up to 40 percent longer life compared to other premium beam blades. Its exclusive tension spring arcing technology enables a fit that is custom-contoured to the individual curvature of the driver’s side and passenger’s side of the windshield. ICON hugs the windshield in strong winds and heavy precipitation, and its one-step connection system makes it simple to install, the company says.
“We expect that this campaign’s focus on the importance of visibility to safety will drive traffic to ICON retailers and create a new awareness among consumers of the premium features of Bosch ICON with ClearMax 365, making it their top choice,” said Pauly.