Live fantastic #LikeABosch

Stuttgart, Germany – Continuing its successful #LikeABosch brand campaign, Bosch is turning to the pioneers of German hip-hop: DIE FANTASTISCHEN VIER have produced a new version of the campaign song, to which they have written new lyrics. They also star in the new commercials. Bosch has shifted the focus of its new campaign to consumer goods for relaxed, convenient, and sustainable living. This is the first time, under the claim “Live fantastic #LikeABosch,” that Bosch’s Household Appliances, Power Tools, Smart Home, and Thermotechnology divisions have presented their products designed for “everyday needs” in a joint campaign. The “Live fantastic #LikeABosch” campaign, targeted at Germany, Austria, and Switzerland, is to run on TV, YouTube, and social media from September 1, 2022. In addition, Amazon Prime Video will be airing the TV commercials during its coverage of the Champions League. Bosch and DIE FANTASTISCHEN VIER will be presenting their joint project at IFA in Berlin.

Live fantastic #LikeABosch

The new round of the successful #LikeABosch campaign has a lot to live up to: #LikeABosch is one of the most successful marketing campaigns worldwide, and has won over 30 national and international awards since its launch in 2019, including the German Advertising Film Award. More than 15 million people, or one in five Germans, watched the first #LikeABosch rap video. The second highlight video, “Heat smart #LikeABosch,” was the most viewed German YouTube advertising video of 2019. Bosch wants to build on this success with the latest round of its campaign: comprising a 90-second music video and seven TV commercials, its reach will be increased by placing it online, on social media, and Amazon Prime Video. The focus of “Live fantastic #LikeABosch” is on products and solutions that make life easier, smarter, healthier, and more sustainable. These include power tools, appliances for the kitchen, home, and garden, smart home products, and heat pumps. “In many respects, the new campaign is a first for Bosch. It’s the first time we have put a total of four divisions at the center of a major campaign. In addition, we have DIE FANTASTISCHEN VIER on board – a partner that is both prominent and eloquent, witty and authentic. The band skillfully transposes this into the commercials to show how Bosch products improve and simplify everyday life,” says Boris Dolkhani, the head of Bosch corporate marketing communications and strategy.

Fantastic cast

For the latest round of its campaign, Bosch is relying on prominent support and proven expertise: DIE FANTASTISCHEN VIER are the founders of German-language hip-hop. They brought hip-hop to Germany and made it a household name. This is the first time that the four hip-hop artists have written and recorded a campaign song in their style for a company. They are also the stars of the Bosch commercials. The commercials were directed by Lars Timmermann, who worked with DIE FANTASTISCHEN VIER on the music video of their hit single “Zusammen.” Connections were key to the partnership: “Just like Bosch, DIE FANTASTISCHEN VIER come from southwest Germany. While neither the band nor the company have ever been geographically limited to this region, they’ve never completely detached themselves from it either: success needs roots. In addition, Bosch and DIE FANTASTISCHEN VIER share the aspiration to make life better – be it with technology, music, or the pursuit of greater sustainability. Bosch and DIE FANTASTISCHEN VIER are a perfect match,” Dolkhani says.

The “Live fantastic #LikeABosch” campaign also builds on contributions by the creative agency Jung von Matt, the production company CZAR, and, on the part of the band, Radar Media. It also involves the agencies MediaCom, Lemundo, segmenta communications, Lucky7even, and the publisher falkemedia.