A wide-open space
Wiper blades don’t get a lot of love. They are one of the most purchased automotive products in the country, yet one of the least considered. Research showed that most drivers can’t name a single brand.
That revealed a rare opportunity.
With no dominant voice in market and little emotional connection between product and consumer, the category was open for the taking. As both a product leader and an established household name, Bosch was perfectly placed to step into that space.
The idea
The brief was simple to articulate yet challenging to solve: make people think Bosch when they think wipers. We turned to the familiar cadence of a universally known children’s song, reworking the lyric to place the brand at its centre. “The wipers on the car go Bosch, Bosch, Bosch.”
A simple, memorable line that works as a creative platform, a jingle and a brand asset in one. Designed to embed itself effortlessly in memory, it builds recall through repetition until it becomes difficult to separate from the category itself.
The campaign
Launched in winter, when rainfall and wiper blade replacement peak, the campaign rolled out across outdoor, audio and digital channels. High-impact out-of-home placements were positioned along major arterials in metro areas, ensuring visibility close to key retailers and stockists. Radio spots on Triple M and SEN brought the mnemonic into its most natural environment, the car. Paid digital across Meta and Google extended reach through animated executions that carried the same recognisable rhythm, while in-store posters and shelf wobblers reinforced the message at the point of purchase.
The result
Across outdoor, radio and digital, the campaign delivered more than 42 million impressions and reached over 15 million metro Australians. Early recall studies confirmed a clear shift in association, with Bosch emerging as the first name people think of for wiper blades.
For consumers, instant recall.
For retail partners, a clear signal of brand investment.
For Bosch, an enduring claim on a category that had previously been overlooked.
