In bad weather, a good face. And also a good dryer, according to the new Bosch campaign. And the appliance brand, aware of the official arrival of autumn and the rains in different areas of the country, has promoted a series of contextual advertising actions that not only seek to highlight its products but also provide usefulness to consumers.
Together with the media agency Dentsu Story Lab, Bosch has promoted a comprehensive campaign focused on drying solutions and linked entirely to the weather situation. Thus, over the last few days it has been adapting its advertising messages on different platforms both to the time and location of the users.
Together with Eltiempo.es, a “Dryness Index” has been developed
One of the most notable activations has been the one carried out in collaboration with Eltiempo.es, taking advantage of the possibilities it offers in terms of sponsorship and personalized content. As explained by Eva Raquel Sanromán, Brand Manager at Bosch Spain, in statements to reason.Whytogether with the portal, have developed the “Dryability Index”, which advises which method to apply to drying the laundry.
This is a specific formula that has been created considering factors such as cold, wind, ambient humidity and the probability of rain. As a result, the index indicates whether conditions are more favorable for hanging clothes outside or, failing that, using a dryer is required.
This information has been provided by integrating Bosch into the weather forecast offered by the portal. In this way, users who have accessed the portal in recent days to check the weather, in addition to knowing the daily and hourly forecast in terms of temperature, wind or rain, have also found useful information regarding how to manage their laundry.
This is, as Sanromán told this medium, the first contextual advertising campaign linked to time carried out by Bosch Spain. By adapting messages to time and location, the brand’s objective, he says, is to be much more effective in communication and, at the same time, be useful and relevant to consumers, providing value.
In addition to the native integration in the forecast, the campaign, active since last Monday, October 20, includes other actions together with Eltiempo.es. Among them, executions of branded content, display advertising both on the web and in the application, and banners in video forecasts.
However, the campaign, titled “In bad weather, good dryer”, also includes other pieces and creatives on other channels. Thus, it is also being executed with radio spots at the national level, and with pieces for social networks, or YouTube.
The campaign, as Eva Raquel Sanromán explains, seeks to boost sales of dryers in a favorable context for the marketing of this type of appliances. The action is adaptable to meteorological evolution, so that if the weather becomes more favorable, it will be paused and resumed when it aligns with the product and the brand’s objectives.
