Bee Production
Filip Luft
Adam Pietkiewicz
Paweł Grabarek
Most of cabin filters and brakes in the automotive products category followed a conventional and generic communication style. The market was filled with technical jargon and routine demonstrations, offering little space for emotional engagement with the audience. The goal was to discover relatable and universal insights that could connect with a diverse audience, all while emphasizing the distinctive features and benefits of Bosch cabin filters and brakes.
The strategy was to base the communication on safety benefits with execution focused on real-life moments rather than the products themselves. Both scripts stood out from among competitors' communication but also resonated with consumers on a personal level, making the commercials more memorable. As a result they connected with the audience on a human level, bridging the gap between the technical aspects of the products and the emotional experiences of everyday life.
