Robert Bosch

Brief of client
Bosch is a leading global manufacturer of automotive and industrial technology as well as consumer goods and building technology.

Business Challenge
The Bosch group has been present in Malaysia for more than 48 years and is represented in Malaysia today by subsidiaries in Kuala Lumpur driving sales of the group’s automotive aftermarket, power tools, car multimedia, security systems and industrial technology business. Employing a total of 2,221 associates in the country, the group’s operations include two fully-owned manufacturing plants in Penang producing automotive and power tools products.

To maintain its brand presence in while reinforcing its key messages and values to consumers, the Bosch group set out by organising a brand and product exhibition. Entitled the “House of Bosch” the objective of the exhibition would enable Bosch to showcase how its products impact and enhance the daily lives of the Malaysian public through innovative solutions which are ‘invented for life’. This unique exhibition concept also reflected the Bosch group’s creative and innovative spirit, modernity and dynamism as an organisation.

The key challenge was communicating Bosch’s position as a market leader through its various divisions while profiling its commitments to the public as provider of innovative solutions.

More importantly the Bosch group needed to send a clear and consistent message that it is was not just a provider of one particular brand, product or solution but rather a manufacturer of a host of products that played an important role in our everyday lives – from automotive components, power tools, car multimedia products, security systems and home appliances.

Essence PR Strategy
Essence developed strategic messages that established and positioned the Bosch group as the leading global supplier of cutting edge innovative solutions, reinforcing its brand philosophy “invited for life”. Essence also played a crucial role in balancing a high level of awareness for the respective business divisions and its spokespersons.

Results
• Essence had secured positive coverage from several leading local dailies and major local auto magazines.
• Essence had also generated pre-publicity though the media which attracted a higher number people visiting the exhibition.