Bosch’s brand recognition strategy during the COVID-19 pandemic was helped by a decision in 2017 to incorporate an out-of-home (OOH) in its marketing mix. The decision to bring OOH into the mix came largely from looking at iconic triggers for buying behaviour, and the role that mass advertising has in influencing this.
Bosch’s brand presence over the last three years has been directly related to its OOH buying strategy, which included a mix of some of the most iconic sites across major arterial roads along the eastern seaboard and key placements close to retail partners.
The long-term brand awareness strategy increased Bosch’s brand perception to the point it is now considered a household name in the white goods sector. The stores love seeing the support in the form of billboards near their stores to help drive sales.