Bosch unveils 3D activation at Piccadilly Circus

Home appliances brand Bosch has launched a 3D advertising campaign at Piccadilly Circus underground station, designed to promote the brand's i-DOS washing machines.

Bosch launches 3D advertising campaign in central London
Bosch launches 3D advertising campaign in central London

The activation, devised by integrated marketing agency Bonfire Creative Intelligence, takes over two shop units in the station ticket hall and utilises various other ad spaces throughout the station. One unit has been dressed in the style of a laundrette and displays the washing machines alongside the campaign strapline "Whoever you are, whatever your load, i-DOS gets it #JustRight." 

To kick off the campaign, a range of characters including an astronaut, ballet dancer and Beefeater were seen carrying baskets of laundry across the tube network. Once they arrived at the 3D installation, the laundry goers acted out preparing and doing their washing in the laundrette to capture the interest of passers-by.

The activation forms part of a wider campaign to promote the i-DOS range, which extends to TV and social media advertising. 

Charlotte Moran, group marketing manager at Bosch said: "A live activation such as this kicks off our broader advertising campaign with some personality, while also triggering emotive cues among commuters passing by through the station. We’ve been delighted with the public’s reaction to this activity so far and the washing machines, both at the station and on social media."

Dan Umney, creative head at Bonfire Creative Intelligence, added: "We needed an idea that would stop someone and be interesting enough for them to keep watching whilst subtly educating them on the Bosch i-DOS message. This idea creates theatre both in the live environment as well as on social channels to get people talking about the brand."

The campaign launched on 13 March, and runs until 27 March.

Earlier this month, B&Q installed a piece of 3D street art on London's Holloway Road to celebrate the opening of its first high street store. Also in March, Waterways charity Thames21 created a lighting-based art installation on the Thames, putting a spotlight on the river's health.

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