Bosch Pro Tour
Winner
Excellence in Brand Strategy and Creation
Brand Experience of the Year
Details
For professionals, by professionals: With the Bosch PRO Tour, Bosch Power Tools and follow red developed a Europe-wide roadshow that demonstrates tools and solutions in the working lives of professional users. For over three years, two identically equipped setups, consisting of 40-ton trucks and accompanying vehicles, including a food truck – have been touring 22 countries – from Norway to Turkey. They offer a modular experience world on over 200 m² including realistic product tests at various application stations. The result: a scalable measure with a clear message – Bosch Power Tools is a partner to professionals throughout Europe.
The Jury‘s Statement
In the professional tools market, visibility alone is not enough; relevance emerges where application, advice and brand come together. With the "Bosch Pro Tour", follow red has developed a mobile activation system that translates international campaigns into concrete working situations while integrating specialist retail partners. The experience architecture is clearly structured, modular in design and consistent across countries without flattening local requirements. The result is a durable brand instrument that does not merely claim closeness, but establishes it in a robust way through direct exchange.
