Campaign India Team
May 25, 2024

Bosch partners with Amnet and Samsung for weather-activated campaign

The initiative harnesses weather API and CTV to boost awareness of Bosch's new machines, with impressive results in Mumbai.

Photo: Shutterstock
Photo: Shutterstock

Bosch, the global supplier of technology and services, has partnered with Amnet and Samsung to unveil a unique campaign utilising weather API to drive consumer consideration for their new washing and drying machines.

Executed by Amnet, Dentsu’s global programmatic buying group, the campaign uses weather-driven messaging to swiftly generate consumer interest. By employing weather API, the campaign triggers ads based on geo-specific weather conditions, enabling real-time ad activation on Connected TV (CTV) screens.

Samsung's role in the campaign's success includes providing access to its premium CTV inventory and targeting expertise, creating integration and maximum reach.

The results so far have been impressive, with the campaign garnering over 2.7 million impressions and an 88% video completion rate. Mumbai led the way, generating 20% of all weather-based advertisements. The campaign also reached over half a million unique Samsung households, with 41% of all households engaged, significantly expanding Bosch's reach beyond traditional linear channels.

Tanushree Singh, brand manager at Bosch, remarked, "Dryers are a very new category in the Indian market, and we wanted to capitalise on the rainy season with contextual messaging to drive consideration in consumers' minds. The creative integration of Weather API into OEM CTV effectively engaged the audience during rain and thunder conditions, setting a new standard for marketing impact. It was well executed and managed by the Dentsu team, achieving a high video completion rate and extensive reach among premium Indian households."

Prabhvir Sahmey, senior director, Samsung Ads added, “Leveraging the unique capabilities of CTV can help marketers create more relevant campaigns that reach consumers in the right moments. This innovative approach by Amnet and Bosch shows the market how powerful CTV advertising solutions can be leveraged to create a memorable moment for consumers.”

 

Source:
Campaign India

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