The Challenge

Bosch, a leader in premium wiper blades, was being drowned out in a cluttered category where competitors outspent them 10 to 1. The brand’s historic equity in innovation was fading, while category communication relied on rational claims and uninspiring product lineups. Price and brand perception were driving purchase decisions, and car enthusiasts didn’t care about wiper blade technology because it wasn’t part of what earned respect under the hood.

The Solution

We focused the brand’s innovation story on a single feature—Night Vision. Rather than listing benefits, we made drivers feel them. Through a moody, cinematic spot, we turned the product’s ability to cut through rain and glare into something human: the evolution of night vision. By attributing the tech’s power to the person behind the wheel, we elevated the emotional value of the product and reframed Bosch as the clear leader in high-performance innovation.

The campaign drove a 56% lift in brand consideration and was recognized with a Silver Effie Award for its strategic and creative effectiveness.