EMS takes Neff and Bosch on UK tour with Mobile Training Academies
Marking BSH Home Appliances’ single biggest investment in new product development, Event Marketing Solutions has launched two UK roadshows to get retailers and consumers hands-on with the latest appliances from Bosch and Neff.
EMS was tasked with creating two truck campaigns that would use the same formula but deliver separate brand, product and customer experiences. The result is an immersive and consistent multi-audience experience for Bosch and Neff, each focusing on brand and product awareness.
Two of EMS’ largest trucks have been transformed to create Mobile Training Academies - fully equipped with built-in ovens, hoods, hobs and dishwashers. Real-life working kitchens complete the experience, enabling live cookery demonstrations. The Mobile Training Academies will visit major shopping destinations around the UK, allowing retailers to view and get involved with the new ranges of appliances. From May onwards the vehicles will also be open to consumers and will stop at major shopping destinations.
The Neff Mobile Training Academy has been created with passionate cooks in mind and is an opportunity for kitchen specialists to gain a wider understanding of the new collections. It will highlight Neff’s Slide&Hide® oven with unique disappearing door.
Conversely, the Bosch Mobile Training Academy is designed to feel like a laboratory, highlighting the technology in the Series 8 appliances - demonstrating ‘the easy way to perfect results’.
Andrew Jones, Marketing Director, BSH Home Appliances, said:
“This is the first time that we have taken Neff and Bosch on tour. The launch of our new ranges was enthusiastically received in November and we are confident that retailers and consumers who join us aboard the Mobile Training Academies will have the same reaction. By taking the Neff and Bosch experience on the road we hope to create maximum impact whilst and engaging with trade and consumer customers further afield.”
Laura Nash, Account Director at EMS said:
“This project wasn’t just about creating a mobile showroom, but about building two unique engaging and interactive brand experiences, so visitors can get to grips with the new appliances and see the individual benefits of the new features for themselves.
“With more than 25 home appliance products on each truck we had to design a space that not only showcased them in their best light, but was practical and simple to set up and move each day. We’re really proud of the finish – two totally separate brand experiences with the same winning formula.”