Traditional Case Study

Bosch Security Systems Lights Out Challenge

With a major trade show approaching, Bosch wanted to promote its superior CCTV imaging technology and attract dealers to its booth. Stoner Bunting created the Lights Out Challenge, a campaign that clearly demonstrated the advantages of Bosch technology.

The security industry is a crowded one, with a combination of major brands and niche players. Many make the same claims, and few substantiate them. Research into the target audience of distributors, dealers and installers showed that few identified with the marketing efforts of most companies. They were concrete thinkers with an interest in clear benefits and visible proof.

Knowing that Bosch CCTV cameras had visibly demonstrable competitive advantages, especially in low-light applications, we helped Bosch develop a simple, irrefutable way to demonstrate their superior technology at the trade show and turn booth visitors into advertisements for the Bosch brand as they walked the show floor.

Trade ads boldly challenged competitors, showing a child’s nightlight and inviting dealers to “Find out why other cameras are afraid of the dark.” Show signage repeated the imagery and directed attendees to the booth, where they received a dark lens on a lanyard with the Bosch logo. When held up to a competitor’s camera, the glass obstructed the view. But Bosch cameras produced clear images. Attendees were encouraged to use their lenses to test competitors’ cameras at other trade show booths. A microsite included further demonstrations and connected visitors to their local Bosch representative.

The ads drew hundreds of curious dealers to the booth. The Lights Out Challenge became the talk of the show and turned every booth visitor into a Bosch advocate. Following the show, the website received four times as many hits as typically received after a trade show or promotion.