Team Detroit Launches Integrated Campaign for Bosch Spark Plugs

DEARBORN, Mich., April 29 /PRNewswire/ -- Team Detroit has launched an integrated branding campaign for Bosch Spark Plugs. The new campaign captures the attention of automotive enthusiasts who understand the hard work and excitement of tuning their vehicles for optimal performance. The campaign idea, "Light 'Em Up," is anchored with a new microsite, lightemup.com, and featured in a variety of media, including print, digital and within a new iPhone application.

(Photo:  http://www.newscom.com/cgi-bin/prnh/20100429/DE95947 )

"Bosch is looking to make an emotional connection with customers and put energy behind the brand at retail, something our team was more than willing to help with," said Greg Braun, executive creative director of Team Detroit. "The Light 'Em Up idea also allowed us to leverage Bosch's partnership with Hendrick Motorsports in a way they've never done before."

The hub of the campaign is a new microsite featuring, one-on-one interviews with Hendrick Motorsports drivers and team members, a new Bosch Dyno iPhone app, consumer-generated content, spark plug product details, retail store locator and promotional offers. Fully integrated print and online banner ads, including rich media, site skins and other custom units, direct consumers to the lightemup.com microsite.

"The Bosch Light 'Em Up Dyno iPhone app is an exciting element of the campaign and gives users a new way to interact with the Bosch brand," said Brad Audet, executive vice president and managing director of Team Detroit. "The app turns your iPhone into a dynamometer, measuring your 0-60 time, quarter mile, lateral G's and horsepower. Users can then share results, or bragging rights, with friends via Facebook and Twitter."

Two versions of the Light 'Em Up Dyno application are available in the iTunes Store, a free version and a full version for $4.99, both of which are available for iPhone, iPod Touch and iPad. Purchasing the $4.99 version of the app also unlocks a $4.99 mail-in rebate from Bosch.

"We needed strong strategic thinking and a solid campaign idea to support our spark plug business, which is exactly what Team Detroit delivered," said Pam Krebs, Director of Advertising and Sales Promotion, Automotive Aftermarket at Bosch. "Putting Bosch spark plugs into the hands of consumers is what Light 'Em Up is all about, and that's reflected in every piece of the campaign. We couldn't be happier with the end result."

The multimillion-dollar national advertising campaign launched in April and will run through the fall.

About Bosch

In North America, the Bosch Group manufactures and markets automotive original equipment and aftermarket products, industrial drives and control technology, power tools, security and packaging technology, thermotechnology, household appliances, solar energy and healthcare products. For more information on the company, visit www.boschusa.com.  For more about Bosch Automotive Products, visit www.boschautoparts.com.

About Team Detroit

Team Detroit, headquartered in Dearborn, Mich., brings together five of WPP's largest marketing and communications agencies in one central location to provide its clients access to best practices and talent for all necessary marketing and communications services. Team Detroit is the 21st century equivalent of the full-service agency, acting as a portal to provide a single point of contact and accountability.

Team Detroit's client roster includes Bell Helicopter, Bosch, Compuware, Detroit Symphony Orchestra, Ford Motor Company, Oakwood Healthcare System, Scotts Miracle-Gro, Shell and Warrior Sports. For more information, visit www.teamdetroit.com

SOURCE Team Detroit