Bosch
Claiming an unloved category with a branded earworm.
There are few auto parts that get less love than windscreen wipers. Low interest, low loyalty, zero mental availability.
Which made them the perfect place for Bosch to make its move. With durability, reliability and precision German engineering already baked into the brand’s reputation, the challenge was to attach its name to a category no one owned.
The solution was as simple as it was sticky. By reworking a familiar nursery rhyme into a hooky mnemonic headline, the campaign created a clear, repeatable cue that lodged itself in people’s minds and connected the brand name indelibly with wiper blades.
Built to be repeated, remembered and impossible to copy, it turned an overlooked functional product into a branded asset and marked the first step towards sonic branding for Bosch.
Timed for the Australian winter, in the months of heaviest rainfall, the idea rolled out through a national integrated brand campaign. Carefully chosen OOH sites across high-traffic arterials in metro areas sat close to key auto retailers and stockists. Prime time radio spots embedded the branded audio cue.
Paid digital across Meta and Google used hypnotic animated treatments, while in-store posters and shelf wobblers reinforced the same line. Every touchpoint consistently repeated the codes and message.
For drivers, it created instant recall. For retailers, it signalled that Bosch was backing its range with brand investment. And for the brand, it laid the foundations to own a category no one else had claimed.
Across OOH, radio and digital, the campaign delivered more than 42 million impressions and reached over 15 million metro adults, embedding the mnemonic everywhere from billboards to smartphones.
Early recall studies showed Bosch was the first name linked to wipers, proving that even an unloved product can become unforgettable.
Altogether now… “The wipers on the car go…”
