Wednesday, May 31, 2023 | 04:35 pm

Bosch’s Latest Marketing Push Is Focused on Their New Night Performance Wiper Blades

Bosch’s Latest Marketing Push Is Focused on Their New Night Performance Wiper Blades

As precipitation and winter weather continues to sweep across a majority of the country, Bosch, in partnership with advertising agency Bailey Lauerman, is launching a new campaign for wiper blades. In the “Night Vision has Evolved” campaign, the mysterious and striking ads highlight the innovative features of Bosch wiper blades to provide optimal nighttime clarity and enhance safer night driving.

“The featured 30-second ad, titled ‘Night Eyes’ ad highlights how Bosch FOCUS™ and ENVISION™ Night Performance wiper blades are designed to sharpen nighttime visibility and provide extreme weather safety,” stated Scott Sullivan, senior marketing communications specialist at Bosch AA. “People only do 25% of their driving at night, yet 50% of traffic deaths happen during this time, proving just how dangerous nighttime driving can be. When you add in inclement weather, these risks and the stress of nighttime driving continue to climb.”

A first of their kind, Bosch FOCUS™, and ENVISION™ wiper blades are designed and manufactured with innovative features that make nighttime driving safer in inclement weather. Advanced technology includes:

  • Blur is reduced using NightView™ and NightFocus™ technologies, which provide uniform wiping stability across the entire length of the blade for optimal night clarity.
  • Glare is minimized using ClearMax 365TM rubber technology, featuring a flexible dual synthetic rubber blend and precision-cut polymer edge, creating an optimal wipe angle. The technology also promotes a longer product life, as it protects the wiping edge from deterioration by ozone, extreme weather, and road debris.
  • A night spoiler, combining a water-repelling polymer compound and a light-absorbing charcoal powder to repel water droplets and minimize ice buildup for extreme, all-weather safety.

This is Bosch wiper blades’ newest campaign in three years. “Bosch is a true innovator in the industry,” said Aaron Jarosh, creative director at Bailey Lauerman. “Because this night-focused product was a first-of-its-kind, we felt it needed a creative solution to match. We positioned the product as not only a technological innovation but also an evolution for humankind-improving night vision so drastically that they transform drivers’ eyes into those of a nocturnal creature.” Bailey Lauerman partnered with the directing duo, Humans, at Riff Raff and UPP for post-production of the campaign.

Bailey Lauerman also manages Bosch wiper blades’ paid media strategy and execution. The “Night Vision has Evolved” campaign will launch in the U.S. across broadcast, digital and social this winter. As part of the campaign, Bosch is launching an Instagram filter extending the TV spot concept of transforming a driver’s eyes into those of a nocturnal creature. Drivers can also save money on Bosch ENVISION™ and FOCUS™ wiper blades at select retailer partners by visiting AutoZone, O’Reilly Auto Parts, and Advance Auto Parts stores.