Plan and Design of a 360o campaign for the 2020 Commercial Launch of Roxxter, Boschs’ new robotic vacuum cleaner. * This is not a genuine or official material of Bosch Home Appliances and was created for educational purposes only.

1. Robot Vacuum Cleaner
ROXXTER
Campaign
Plan
Internationals Team:
Brousti Marianna, Kapsis Orestis, Kavarnos
Manos, Patili Lena, Touloupi Myrto, Zervou Zefi
The Art of Storytelling Lab
Athens, February 2020

2. TOPICHIGHLIGHTS
Presentation Outline
Campaign Focus1.
2. Customer Segmentation
3. Marketing Approach
4. Execution Strategy
5. Appendix

3. The aim of this campaign is to
launch Bosch's new product,
Roxxter, a robot vacuum
cleaner.
We decided to work on a 360
project which covers various
channels such as outdoor,
digital media , tv and radio.
Campaign Focus1.

4. 2. Customer Segmentation
Adults 25-54
KEY FOCUS 35-45
PEOPLE WITH NO TIME

5. Empathy Map
Man Woman
WHAT DO THEY THINK AND
FEEL?
WHAT DO THEY SEE?
WHAT DO THEY SAY AND DO?
WHAT DO THEY HEAR?
PAINS GAINS
Demographics
Buying Roles
Goals and
Responsibilities
Needs
Objections
Frustrations
Buyer's Journey
Channels
Sources of
information

6. 3. Marketing Approach
RADIO AND
TELEVISION
DIGITAL
PHYSICAL AND
IN PERSON
OOH
PRE LAUNCH STRATEGY LAUNCH STRATEGY
PRESS EVENT

7. Venue: Bosch Home, Varimpompi Athens
4. Execution Strategy
Guests: 30-50 Influencers, Vloggers, Bloggers, Journalists,
Media Specialists
The program:
Tuesday, March 3rd 2020
19:00 - Welcome drink
19:30 - Home Tour
20:00 - Roxxter's Presentation
21:00 - Finger Food &
360 Time Freeze branded Photobooth
experience
Pre-Launch Strategy
Press Event

9. The special DIY invitation card...
H Bosch υποδέχεται τη νέα ρομποτική
σκούπα Roxxter και σας προσκαλεί να
τη γνωρίσετε από κοντά, σε ένα
exclusive press event!
03.03.2020 | 19:00
Bosch Home: 17ο χλμ Εθνικής Οδού Αθηνών-Λαμίας και
Ποταμού 20145 64 Κηφισιά, Κόμβος Βαρυμπόμπης
Invitation
Ελπίζουμε να σας δούμε εκεί!

10. 24 MEDIA
Kathimerini
Proto thema
DPG MEDIA newmoney.grRealnews
reporter.gr
Athena Oikonomakou
Doukissa Nomikou
Sissy Christidou
Sakis Tanimanidis
Myrto Kazi
Media Press SitesInfluencers
Eleni Menegaki
Sakis Rouvas
Akis Petretzikis
Christina Boba

11. The Giveaway!

12. NEWSLETTERS
EMAIL CAMPAIGNS
Owned Media
SOCIAL PROFILES
Digital Media
Earned MediaPaid Media
PR OUTREACH
WORD OF MOUTH
ARTICLES FROM
MEDIA PEOPLE
INFLUENCER
MARKETING
SOCIAL MEDIA ADS
BRANDED CONTENT
Launch Strategy

15. OOH
Suggested Venues:
Golden Hall Athens
Mediterranian Cosmos, Thessaloniki
Suggested duration: 1 Week at each Mall
Communication:
Kiss FM 92,9 Live
Rock FM 105,5 Live
Interactive AR Wall

17. Brief to Media

18. OOH
Budget

19. "CLEAN LIKE A BOSCH"
Focus On Roxxter’s target group, ADULTS 35-45.
Inspired by their everyday life and the responsibilities that come along.
Use of humorous TONE.
Showing Roxxter’s features and abilities inside the house.
ENGAGEMENT
TELEVISION

20. TVC

21. RADIO
1."SHE'LL STAY HOME-YOU WON'T"
2. "ROXXTER CLEANING (SPOUSE'S MOTHER EDITION)"
Inspired by adults' needs for socializing and interacting with others.
Showing that Roxxter provides the solution by offering them valuable time .
Proving how easy, quick and effective cleaning with Roxxter is.
Use of humorous tone .
ENGAGEMENT

22. RF

23. ENGAGEMENT
3."DON'T BOTHER HER, SHE'S CLEANING."
Acknowledging everyone's stressful schedule and bringing Roxxter to the
rescue.
Showing how easy it is to get familiar with Roxxter, even if you are used to more
traditional ways of cleaning.
Demonstrating Roxxter's ability to map the room and to see through her
camera.
Use of humorous tone.
RADIO

24. RF

25. PHYSICAL AND IN PERSON
EDUCATE THE AUDIENCE
- Spread the word about Bosch's innovation-oriented culture.
- Participate in industry events through keynote speaking opportunities
(talk about IoT, AI, cutting-edge technologies etc)
- Provide FAQs to retailers about Roxxter.

26. FINANCIAL OFFER

27. 5. Appendix
Detailed Material

28. Press Release

29. FAQs

30. Newsletter

31. Social Media Posts
·
Τι καλύτερο από το να γυρνάς σπίτι μετά από μία
κουραστική μέρα στη δουλειά και να το βρίσκεις
καθαρό; Η Roxxter Vacuum καθαρίζει για εσένα με το πάτημα ενός κουμπιού μέσω της
εφαρμογής HomeConnect. #bosch #roxxter #homeconnect #clean

32. ·
Νιώθει οικεία, εξερευνεί και μαθαίνει γρήγορα το
χώρο. Α, και είναι φιλική με τον Ραλφ! #bosch #roxxter #clean #dog

33. ·
Δεν ζητά ανταλλάγματα, δεν έχει απαιτήσεις, απλώς
καθαρίζει και το κάνει καλά. #bosch
#roxxter #clean

34. Η καθημερινότητα τρέχει και μαζί της τρέχεις και εσύ. Η Roxxter vacuum σου
προσφέρει 40 ώρες «ελευθερίας». Αξιοποίησε τις όπως εσύ θες. #bosch
#roxxter #home #freetime #clean

35. Any Questions ?

36. KAVARNOS MANOSBROUSTI MARIANNA KAPSIS ORESTIS
Meet Internationals Team
PATILI LENA TOULOUPI MYRTO ZERVOU ZEFI

37. This was our last presentation as
Students of the ADandPRLab.