Mumbai: Bosch, a global supplier of technology and services, partnered with Amnet and Samsung to unveil a campaign for Weather API. The campaign aimed to raise awareness about Bosch’s new washing and drying machines, leveraging moment marketing driven by weather conditions.
The campaign was executed by Amnet – dentsu’s global programmatic buying group, specialising in the use of media, data, and technology. Using Weather API, the agency employed weather-driven messaging to swiftly generate consumer consideration. This allowed for triggers based on geo and weather conditions, enabling real-time ad activation on CTV screens.
Samsung provided access to its inventory and targeting expertise. Their partnership enabled seamless integration with Samsung’s CTV inventory, allowing us to deliver targeted ads to premium households. Additionally, Samsung’s commitment to innovation ensured that the campaign leveraged the latest advancements in technology to maximize reach and impact.
Bosch said that the campaign garnered over 2.7 million impressions with an impressive 88% video completion rate. Mumbai triggered the highest number of weather-based ads, constituting 20% of all impressions. The campaign reached over half a million unique Samsung households, with 41% of all households reached, making it a valuable audience for Bosch to engage with beyond traditional linear channels.
Tanushree Singh, brand manager, Bosch said, “Dryers are a very new category in the Indian market, and we wanted to capitalie 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 for achieving a high Video Completion Rate and high reach amongst premium Indian Households.”
Subham Singh, senior manager programmatic, Amnet said, “At Amnet, we pioneered the execution of APAC’s first CTV campaign with integrated weather triggers, leveraging the Dv360 and Samsung CTV partnership. With an innovative approach, we ensured to deliver unprecedented reach with commendable frequency, showcasing our commitment to innovation. We are thrilled about our partnership and dedicated to continuing to deliver more innovations in upcoming projects.”
Prabhvir Sahmey, senior director, Samsung Ads commented, “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.”
